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The A.I. Impact on Omnichannel Marketing

Dr. Kyle Allison

The Doctor of Digital Strategy

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Agenda

The State of Omnichannel Marketing

The Power of Artificial Intelligence

Best Practices for Industry

Delivering it in the Classroom

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What is Omnichannel Marketing?

Omnichannel marketing is the integration of different marketing channels to create a seamless 360 interaction with consumers with the goal of creating a unified experience. It ensures that the brand experience is connected and cohesive whether customers are shopping online, visiting a physical store, or engaging on social media.

– American Marketing Association

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Don’t Confuse These 2 Models

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The State of Omnichannel Marketing

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How did we get here?

It’s about digital growth…..

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It’s not just about global business, segmented or fragmented…It’s Unified

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Omnichannel Marketing is �NO longer new strategy nor an option, it must be a company’s core competency!

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Omnichannel = Required

The Pillars of This Requirement

Customer Expectations: Consumers now demand seamless, consistent experiences across online and offline channels.

Increased Reach: Being present on multiple platforms allows brands to meet customers where they are.

Better Data Integration: Omnichannel strategies provide a unified view of customer behavior, improving personalization and targeting.

Competitive Advantage: Companies not using omnichannel risk falling behind competitors who offer more convenient and engaging experiences.

Higher Conversion Rates: Coordinated messaging across channels leads to increased engagement, trust, and ultimately more sales.

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The Power of Artificial Intelligence

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It’s about making connections through the data that you might not have made as a human being. AI has the uncanny ability to tease out things about the consumer you might never think about.

Ryan Bezenek, Vice President of IT, Ariat International

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A.I. Impact on Omnichannel Marketing

Today, the opportunities for A.I. Integration and Advancement are Vast!

Unifies brand experience across web, mobile, in-store, and social channels

Personalizes messaging and offers using real-time customer data

Predicts behavior, automates content, and optimizes ads and pricing

Delivers 24/7 support through AI chatbots and virtual assistants

Provides insights to refine strategies and boost campaign results

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Statistics on AI in Omnichannel Marketing�

Executive and Industry Survey Insights

78% of organizations use AI in at least one business function; marketing and sales are among the most common applications
85% of marketers use AI tools for content creation, and 41.65% report that most or all of their marketing tools now include AI features
61.4% of marketers have used AI in their marketing activities, with 29% integrating it into daily workflows (Influencer Marketing Hub, 2023; Marketing AI Institute, 2023)
84.86% of marketers say AI has improved the speed of delivering high-quality content
85.84% of marketing professionals plan to increase AI usage in the next 2-3 years

*Sources: (McKinsey & Company, 2025, CoSchedule; The State of AI In Marketing, 2025; Marketing AI Institute, 2023; Influencer Marketing Hub, 2023)

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Everything Sounds Awesome Right?��Well there are always challenges…

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��Challenges of Adopting AI in Omnichannel Marketing��

Focus & Governance

Disconnected data limits personalization accuracy

High costs and unclear ROI deter investment

Lack of expertise causes low usage and staff pushback

Old systems and bad data slow down success

AI bias and privacy issues can harm trust and raise legal concerns

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Source: NeilPatel.com/blogs/disadvantages-of-ai-marketing/

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Best Practices for Industry

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Defining A.I.’s Role

Map Customer Touchpoints: Message, Tone, Content, Activity, Behavior Trend

Clarify Omnichannel Goals

Align AI Use Cases to Channels:

Predictive product suggestions (web/mobile)
Dynamic content (email/social)
Chatbots (site/app/messaging)
Foot traffic analysis (in-store)

Cross-Team Alignment: Bring marketing, IT, sales, and service together to envision AI-enabled customer flow across channels.

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Assessing Readiness

Internal and External Evaluation Framework

Team Readiness:

Do marketers understand data-driven omnichannel engagement?
Is there staff to support AI content, personalization, and analytics?

Data & Tech Infrastructure:

Is customer data unified across channels (CRM, POS, mobile, social)?
Can existing systems support real-time personalization and automation?

Vendor Fit for Omnichannel Execution:

Can the AI tool orchestrate experiences across all key touchpoints?
Does it offer journey analytics, multi-channel attribution, and adaptive learning?

Pilot Opportunities:

Start with a high-impact use case (e.g., abandoned cart emails, store visit triggers from app behavior).

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A.I. Governance

Establishing Checks and Balances

Data Governance Across Channels

Channel-Specific Compliance

Bias & Fairness

Transparency With Customers

Oversight Committees

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Customer Journey Mapping Example

Source: dialpad.com

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Establish KPI’s for Success

Measure What Matters Across Channels

Engagement: Click-through rates, app sessions, email open rates by audience segment.
Conversion: Online-to-offline sales, cart recovery rate, appointment bookings.

Customer Journey Health: Time to conversion, drop-off points, repeat interaction across platforms.

Channel Contribution: ROI by channel with AI-driven attribution.

AI Efficiency Metrics: Personalization lift, content automation impact, prediction accuracy.

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Continuous Optimization

Keep Improving AI-Driven Experiences

Unified Dashboards: Aggregate insights across all channels for holistic analysis.

A/B Testing & Journey Testing: Continuously experiment with touchpoint timing, content, and channel mix.

Model Retraining: Refresh customer segmentation and targeting models based on evolving behavior.

Voice of the Customer: Use surveys and feedback tools to capture omnichannel satisfaction.

Market Monitoring: Watch for shifts in channel usage trends and AI innovations (e.g., retail media networks, conversational AI).

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Delivering it in the Classroom

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Idea 1: Journey Mapping

Idea 2: Role Play Exercises

Students pick a brand or retailer with multiple channel touch points, and build a targeted segment journey map based on research and experience.

Focus on the intersection of A.I. advancement in the process.

Infographics or Power Points

Yes, students should play the role of consumer and marketer, and ideate the over digital and in-person experience. Establish friction points and interactions. Assess creativity, dialogue, and also strategic thinking.

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Idea 3: A.I. Courseware

Idea 4: A.I. Martech Assessment

Teach Students A.I. through a reputable education provider…. Perhaps:

Students conduct an evaluation from a Martech professional perspective, focused on how a marketing leader will assess demo’s and evaluate companies for A.I. and Martech solutions

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Idea 5: Simulated Campaign Design

Idea 6: Case Study Response

�Students develop a campaign that spans at least 4 channels (e.g., email, social media, SMS, physical store, website), with clear objectives, timing, messaging strategy, and measurement KPIs.

Present a fictional or real case where a brand's channel integration fails (e.g., inventory mismatch, inconsistent offers). Students must propose solutions, both strategic and operational.

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Idea 7: Ensure they know E-commerce

Idea 8: Ensure they Know Retail

Retail Marketing and Management, Stukent NEW Courseware…coming 2027….

*The Author for both of these courseware's, is pretty cool….

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Artificial Intelligence Does Not Replace Human Intelligence….It Augments Human Innovation.

Dr. Kyle Allison, The Doctor of Digital Strategy

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References

Bloomreach. (2025, April 23). Using AI in Omnichannel Marketing.
McKinsey & Company. (2025, March 12). The State of AI: Global Survey.
Konnect Insights. (2025, April 28). What are the biggest challenges in adopting AI for marketing?
M1-Project. (2025, May 20). The Role of AI in Omnichannel Marketing Strategies.
Andava. (2025, February 13). 100+ AI in Marketing Statistics | Key Figures and Industry Trends.
CoSchedule. (2025, January 1). State Of AI In Marketing Report 2025.
StarLeaf. (2024, October 24). The Role of AI in Omni-Channel Marketing for Business Development in 2025.
Concord USA. (2024, January 1). 9 Common Pitfalls of AI in Retail and How to Avoid Them.
ThriveSearch. (2024, September 19). The Biggest Barriers to Adopting AI for Marketing.

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Thank You

Contact Me for Me Fun Insights & Collaboration

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