Artificial intelligence (AI) and machine learning are altering businesses across all sectors and industries, and they are leading the way in digital marketing. At the Tashkent State University of Economics, industry specialists Hina Bakht, Vice Chairman of ATECA Holding and Managing Director of EVOPS Marketing DMCC, and Amit Yadav, Head of Digital Marketing and e-Commerce Kashkha, conducted an in-depth lecture on the issue (TSUE).

The full-day seminar, which was aimed for senior students who wanted a broad overview, focused on how AI is utilized in digital marketing through practical frameworks and where it is most typically applied. It gave attendees a better understanding of the abilities needed to become a great marketing strategist and expand their businesses.

Hina stressed, “Both me, and Amit are extremely grateful to Tashkent State University of Economics for giving us the opportunity to share our expertise and experience on such a prestigious platform. AI is on the path to become the most transformative technology humanity has ever witnessed. Therefore, the latest developments in AI are changing the world faster than ever and have made behaviour analysis and predictive analytics in digital marketing much more precise and easier that holds unprecedented benefits for businesses.”

Amit said, “Connecting users to businesses, AI is delivering completely new customer experience through chatbots, intelligent voice assistants and automation that is leveraging and transforming almost every sector of the economy from retail to tourism, finance and healthcare. It is driving both value and competitive advantage for companies.”

Hina and Amit demonstrated the many applications and benefits of AI in marketing to the students using award-winning case studies such as Google Duplex, BMW, Amazon Go, Alibaba, Alphabet, Deep Minds, Netflix, MarketMuse, and others.

Hina stressed, “Digital technologies are compelling marketers to rethink their approach at every step. First every business needs to understand when and how to leverage the latest analytics technology, from Big Data to AI or IoT to continuously uncover novel live insights about the customer and the marketplace.”

Amit added, “What is important is to effectively transform insights into value by generating outstanding experiences along the customer journey. It is all about scaling the use of successive technologies such as social media, AI, robotics or blockchain within the marketing strategy and throughout the customer funnel. The ultimate goal for any business should be to create and deliver value to secure competitive advantage.”

The Tashkent State University of Economics (TSUE), which is part of the Ministry of Higher and Secondary Specialized Education in Uzbekistan, was founded in 1931 and is a leading and one of the largest higher education institutions in the field of economics in Central Asia. The university, which has over 16,000 students on campus, has strategic partnerships with some of the world’s most prestigious academic institutions, including the London School of Economics and Political Science (LSE) and Krems University of Applied Sciences (Austria).

EVOPS Marketing & PR uses cutting-edge technology and digital capabilities to offer organizations the most comprehensive and unique marketing solutions and strategies. In an era of fast-paced, real-time smart marketing, the agency gives its high-profile clients tailored, seamless, and personalized service through an integrated 360° marketing approach. Marketing strategy consulting, website and mobile app development, public relations, social media, advertising, creative design, and event management are among the company’s offerings.

ATECA Holding is a conglomerate of firms that operate in a variety of industries, including hotel management, tourism, investing, real estate, marketing, and training. The company is focused on the development of tourism in Uzbekistan, which has enormous growth potential and is a major economic pillar, followed by Central Asia.

Every facet of the company’s operations is a work of art, a move toward greater brand equity and market dominance. ATECA Holding is keen to take advantage of every opportunity in the region to maximize the value of its resources, increase returns for its associates and shareholders, and create long-term value for all through its diverse operations.