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Harley-Davidson Bets on Artificial Intelligence Sales Campaign

Harley-Davidson of New York City gambled that artificial intelligence would be the best way to drive the retailer's ad campaigns - and hit it big, the retailer says.

One of several Harley-Davidson franchises to team up with "Albert," an AI-driven marketing technology by Adgorithms, the store employed the new technology to execute self-driven digital advertising and marketing efforts.

“I said I have to be much more targeted, I need to get to the right audience and online is going to be the channel for me,” said Asaf Jacobi, president of Harley-Davidson of New York City. So he read up on what solutions in AI were available.

“I put the bet that artificial intelligence will outperform anything that I would be able to hire,” he said.

Harley-Davidson launched its first AI campaign, “48 Bikes in 48 Hours,” in 2016 to reduce seasonal overstock and determine how quickly Albert could ramp up audience knowledge to meet the brand’s conversion goals. Prior to Albert, Harley-Davidson NYC’s all-time sales record was eight motorcycles in a single weekend. In the first two-day campaign, Albert almost doubled this record, selling 15 bikes.

“I’ve been working with Albert for a year and a half now,” Jacobi said. “What surprised me from the start was how easy the implementation was and how fast it adjusted to our benchmarks. I would never have guessed it in a million years how big and fast the improvement would be. I wasn’t prepared for such a rapid growth in such a short period of time.”

The retailer went from three to five leads per day to 50 leads per day in around two months.

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One of several Harley-Davidson franchises to team up with "Albert," an AI-driven marketing technology by Adgorithms, the store employed the new technology to execute self-driven digital advertising and marketing efforts.

“I said I have to be much more targeted, I need to get to the right audience and online is going to be the channel for me,” said Asaf Jacobi, president of Harley-Davidson of New York City. So he read up on what solutions in AI were available.

“I put the bet that artificial intelligence will outperform anything that I would be able to hire,” he said.

Harley-Davidson launched its first AI campaign, “48 Bikes in 48 Hours,” in 2016 to reduce seasonal overstock and determine how quickly Albert could ramp up audience knowledge to meet the brand’s conversion goals. Prior to Albert, Harley-Davidson NYC’s all-time sales record was eight motorcycles in a single weekend. In the first two-day campaign, Albert almost doubled this record, selling 15 bikes.

“I’ve been working with Albert for a year and a half now,” Jacobi said. “What surprised me from the start was how easy the implementation was and how fast it adjusted to our benchmarks. I would never have guessed it in a million years how big and fast the improvement would be. I wasn’t prepared for such a rapid growth in such a short period of time.”

The retailer went from three to five leads per day to 50 leads per day in around two months.

Read Full Article