Global Banking and Finance Review

Businesses are often caught off-guard by major disruptions to their markets, or to the market overall. Some things can be planned for, some cannot. In both cases the winners are those that can size up–and adapt to–those disruptions the quickest. That’s where Artificial Intelligence (AI) came in for a maker of non-slip shoes that needed to navigate through the fall-out from the COVID-19 pandemic. While this may seem like an uninspiring product category, the trends were dynamic: demand fluctuated wildly as hospitality and restaurant service industries shut down and then re-opened then shut down again in some cases. What was inspiring was how quickly they were able to rebound and the competitive advantage they gained thanks to AI agility. As a result, they quickly pivoted their marketing strategy, leading to much greater ad spend efficiency while simultaneously setting new records for revenue.

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