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Founded Year

2013

About Mitto

Mitto is a company that focuses on providing global, omnichannel communications solutions. It operates in the technology and messaging enablement industry. The company offers a platform that supports advanced customer engagement through various channels such as SMS, voice, and chat apps. It also provides phone number management services. Mitto primarily serves large brands and Mobile Network Operators (MNOs). It was founded in 2013 and is based in Zug, Switzerland.

Headquarters Location

Bahnhofstrasse 21

Zug, 6300,

Switzerland

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Latest Mitto News

Discover the possibilities of generative AI

Oct 8, 2023

No Comments In just a few months, generative AI tools have upended existing processes worldwide and in almost all industries. GenAI – Generative Artificial Intelligence – creates new content from training data and can be used to create video and image material, texts or music compositions. The results resemble human products and can be produced easily and in a very short time. In marketing, GenAI offers revolutionary approaches. Ilja Gorelik, COO of the Swiss telecommunications company Mitto AG, recommends four approaches that can take mobile marketing to a new level through GenAI. Generative artificial intelligence has been known in Europe since the beginning of 2023 at the latest, even outside the tech industry. With ChatGPT, a generative model developed by OpenAI and best known to date, you can generate texts on almost any topic, create recipes or solve mathematical equations. Broadly speaking, generative AI is an interplay of algorithms and models that is capable of producing data similar to that with which the AI ​​was trained. The fascinating thing: GenAI can create completely new content that was not present in the original training data – by learning patterns and structures from the existing data. Even if the technology is still in its infancy, artificial intelligence will change jobs worldwide. According to a survey by Goldman Sachs, 24% of jobs in Europe could be automated by AI – around 300 million jobs are affected worldwide, where a significant proportion of tasks will be taken over by GenAI technologies. Marketing is one of the industries that have recognized the advantages of generative AI particularly quickly. Sure – GenAI accelerates the development of blog posts, website content or email newsletters. Key points when it comes to attracting website visitors, generating leads and, last but not least, selling products. GenAI not only accelerates the creation of longer texts, but also brings significant advantages for short-format content, such as sending personalized SMS. “The use of artificial intelligence by marketing teams is evolving,” he said Ilja Gorelik, COO of Mitto in a recent Forbes article. “In particular, advances in the introduction of particularly easy-to-use, generative AI tools are generating new application possibilities almost every day.” The telecommunications expert sees particularly great advantages from the use of GenAI, particularly in the area of ​​mobile marketing, i.e. for marketing activities that are over mobile devices – especially smartphones and tablets. 1: Use GenAI for personalized messages “The personalization of target group communication remains an absolute top priority for marketers,” says Ilja Gorelik. “And generative AI is designed to help marketers customize messages.” GenAI is capable of analyzing customer behavior, predicting needs and preferences, and tailoring messages accordingly. “For example, let’s take a clothing company that wants to promote its new collection,” explains Ilja Gorelik. “The company could analyze each customer’s purchase history, specific search queries and their browsing behavior. Based on this data, GenAI performs an analysis and tailors an SMS marketing campaign so that the message sent is tailored to the recipient, right down to the preferred color of the outfit in the accompanying image.” GenAI can also be used to design individual product suggestions – or personalized offers based on the behavior of the respective customer. “A big problem with online shopping is customers who initially fill their shopping cart but then abandon the purchase. “So far, companies have had little chance of being proactive,” adds Mitto’s COO. “In this case, GenAI can now trigger an SMS message with a special discount code to persuade the undecided customer to make a purchase.” However, Ilja Gorelik emphasizes one thing clearly: “It must always be ensured that people play a decisive role in the automated GenAI -play processes. Because all content created must be checked for accuracy to ensure that the right tone and the right target group are addressed.” 2: Chatbots for entry-level service An entry-level service serves as an entry point for customers who are new to a specific area or a specific product. The service is intended to provide new customers with an easy way to obtain basic information about a service or product. “The use of chatbots to process simple customer inquiries or service concerns has already become standard for many marketing teams. GenAI can automate even more here,” explains Ilja Gorelik. “For simple queries – for example about the availability of a product or for product information – GenAI can be trained to recognize specific keywords. The AI ​​can provide comprehensive answers with real added value for the customer based on current inventory levels and other available information.” 3: Accelerated A/B testing A/B tests, often referred to as slit tests, are used to compare two versions of a website, an app or even a physical product and evaluate which version performs better. In digital marketing, A/B testing is used to test changes to existing websites or apps and determine which version is more effective at achieving a specific goal – such as increasing conversation rates. “GenAI can accelerate A/B testing, especially for SMS messaging campaigns,” explains Ilja Gorelik. “By using AI to automate the process of creating different SMS variants, while simultaneously analyzing the success of each variant and continuously gathering insights, future campaigns can be significantly improved without additional effort.” In practice, this could mean that a marketing team tests two messages that to accompany a promotional campaign for a seasonal product. One message could focus on the discount, the other could advertise the limited duration of the offer. Unlike in the past, however, no humans would create and send the SMS message versions manually – the AI ​​takes over the task. In combination with GenAI-supported marketing software, the marketing teams can generate both versions completely automatically and also automatically send them to some of the company’s internal SMS test subscribers. This saves time, frees up resources and, above all, offers faster and often much more precise A/B test results. 4: Real-time network optimization In order for a sent SMS message to actually reach the recipient, efficient and effective delivery networks are required. “GenAI is ideal for monitoring and optimizing supply networks,” emphasizes Ilja Gorelik. AI systems can, among other things, continuously collect data from the network, such as the availability of different carriers (providers), the volume of messages sent or the success rate of messages delivered. Instead of relying on just one carrier, the AI ​​checks multiple options simultaneously. It predicts which carrier or routing path is currently the most suitable for a particular message and automatically redirects messages to a different carrier or route when networks are congested. The big advantage: GenAI can completely autonomously minimize delays and disruptions when sending SMS messages and drastically increase delivery rates. The use of artificial intelligence by marketing teams is still in its infancy. The rapid development in the field of GenAI produces new tools and application possibilities almost every day that were unthinkable just yesterday. While marketing and sales specialists are still familiarizing themselves with the new platforms and their capabilities, these platforms are becoming increasingly more powerful. The algorithms and models within AI are increasingly capable of taking on simple tasks. This relieves human marketers of time-consuming, expensive routine work – and gives them the opportunity to concentrate on creative, strategic and truly value-adding activities. “Marketing is clearly one of the early adopters in the GenAI area,” concludes the COO of Mitto AG. “Large MarTech platforms such as Salesforce or Hubspot have long since integrated GenAI into their offerings. We are already seeing GenAI having a major impact on the entire industry, primarily due to its ability to quickly develop and revise content.” Bringing visitors to websites, turning visitors into leads and ultimately achieving sales: AI technology is just beginning. In the coming months and years, marketing won’t just be turned on its head – it will be revolutionized. “Lifelong social media lover. Falls often. Creator. Passionate foodie. Explorer. Typical troublemaker.”

Mitto Frequently Asked Questions (FAQ)

  • When was Mitto founded?

    Mitto was founded in 2013.

  • Where is Mitto's headquarters?

    Mitto's headquarters is located at Bahnhofstrasse 21, Zug.

  • Who are Mitto's competitors?

    Competitors of Mitto include Unipile and 4 more.

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Unipile

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