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Activity Funded

Enhancing Phygital Marketing through Multimodal Artificial Intelligence

Aprimorar o Phygital Marketing através da Inteligência Artificial Multimodal

Reference
2022.01303.PTDC
Project Start Date
2023-02-01
Project End Date
2025-01-31
Principal Investigator
Coinvestigator
Scientific Area
Social sciences
Funding Program
Concurso de Projetos de I&D em Todos os Domínios Científicos - 2022 - PEX

Abstract

The German economist Schwab [23], referred in his book "The Fourth Industrial Revolution" that we are facing a technological revolution that will change the way we live, work and relate to each other - the changes are so profound that, from the perspective of human history, there has never been such a potentially promising or dangerous moment. Actually, we are already living in a phygital world. A world where technology bridge together the physical world with the digital world with the purpose of providing unique interactive experiences to the user. With the increasing interest of consumers in technology, it is crucial that marketing strategies can adapt and evolve to an effective phygital marketing. Phygital marketing involves crafting a consumer journey that integrates physical and digital experiences in a seamless way, creating experiences that are only possible due to the rise of emerging digital technologies. This phygital empowers the use of new revolution strategies in a wide application across industries (e.g. retail, banking, education, tourism, etc.). This phygital revolution is getting stronger and stronger with the growth of Virtual Reality and Augmented Reality. Augmented Reality consists of creating a layer of virtual content that visually overlaps real objects, not allowing physical interaction with this content. Virtual Reality is an immersive experience in which users are in a completely virtual environment that is interactive. There is also the concept of Mixed Reality that mixes Virtual Reality with reality, creating virtual objects that can interact with real objects. All these concepts can be encapsulated in the term Extended Reality [4]. This technology is referred to in the literature with great expectation as it can enhance a much more immersive consumer experience. However, new challenges arrive. How can companies effectively and efficiently communicate with consumers in a phygital world? How can consumers have a seamless and personalized experience in their phygital live? Omnichannel marketing is the key. Omnichannel marketing is the integration and cooperation of the different channels that organizations use to communicate and interact with consumers, with the objective of creating a consistent brand experience. This includes physical (e.g. stores) and digital channels (e.g. websites, email, sms, etc.). The goal of an omnichannel marketing strategy is to create a convenient, seamless user experience for consumers that offers many opportunities for fulfillment. With the growth of Virtual Reality and Augmented Reality and the rise of Metaverse, omnichannel marketing strategies in a phygital world have to evolve. The analysis of unstructured data such as text, video, images, sound, speech is still a challenge in Artificial Intelligence. Multimodal Artificial Intelligence is a new Artificial Intelligence paradigm, in which various data types (image, text, audio, speech, video) are combined with multiple intelligence processing algorithms to achieve higher performances. Our proposal is to use Multimodal Artificial Intelligence with a focus on Sentiment Analysis (Emotional Artificial Intelligence) for enchanced and personalized customer experiences. The objective of this project is to investigate the future of Marketing Intelligence and Omnichannel Marketing, in a phygital world, through Multimodal Artificial Intelligence. Our team is expert in Artificial Intelligence, Intelligent Marketing, Digital Marketing, Marketing Automation, Omnichannel Marketing, Data Science, Data Mining and Intelligent Systems [24-34]. We are gathering together researchers from ISRC-ISEP, INESC TEC, ISMAI and from a portuguese company, E-goi. The expected result is a prototype of omnichannel marketing using Multimodal Artificial Intelligence models and Virtual Reality / Augmented Reality models to enhance customer experience through sentiment analysis.

Institutions

Main Institutions

  • Instituto Politécnico do Porto Instituto Superior de Engenharia do Porto (ISEP)

Other Institutions

  • Instituto Universitário da Maia (IUMAI)
  • E-goi
  • Instituto de Engenharia de Sistemas e Computadores Tecnologia e Ciência (INESC TEC)

Funding 49.991,99 €

Fundação para a Ciência e a Tecnologia (FCT) - Portugal

49.991,99 €