DMA HK: Chow Tai Fook's Patrick Cheung on how AI transforms jewellery marketing

With the emergence of new technologies, Hong Kong enterprises are well aware of the importance of digitalisation and have started adopted technology in their operations. 

According to the “Hong Kong Enterprise Digitalisation Index Survey” conducted by Hong Kong Productivity Council Digital Transformation, the overall enterprise digitalisation index in Hong Kong stood at 35.9, reflecting that Hong Kong companies acknowledge the importance of digitalisation.  

With the increasing prevalence of artificial intelligence (AI) technology, 30% of surveyed enterprises are currently utilising AI in various areas of operations, the survey finds. 

Meanwhile, a Twilio study also finds 64% of brands in Hong Kong have used AI for personalised content and marketing, slightly lower than the global average of 70%. These brands are realising benefits including higher customer satisfaction scores (45% of companies), better data-driven decision-making (41%) and improved market segmentation and targeting (41%). 

Similarly, as one of the leading jewellery brands in Hong Kong, Chow Tai Fook is also witnessing a rapid shift towards digital platforms and online shopping driven by increasingly digital-savvy customers, according to Patrick Cheung, chief digital officer at Chow Tai Fook Jewellery Group in a conversation with MARKETING-INTERACTIVE. 

“Consumers today are not only looking for convenience, but brand engagement through innovative technologies. This evolution demands enhanced digital offerings and invest in advanced technologies such as AI, which will be a key driver of the next phase of digital transformation,” he added. 

Cheung said the integration of AI allows the brand to gain deeper insights into store performance and customer behaviours. “By analysing data, we can identify best-selling collections and target specific demographics, by adapting content and product selection to enhance conversion rates and customer satisfaction. AI will also enable us to anticipate trends and preferences, allowing us to stay ahead of the competition and drive business growth.” 

How will marketing activities evolve with AI adoption? 

Several aspects of marketing in the jewellery industry are particularly susceptible to disruption due to the integration of AI. One of the most significant areas is content creation, said Cheung.  

This is also coupled with a Bynder study which showed that content production has increased by 56.7% since the year ChatGPT launched as content generation becomes easier than ever. The increase in content production is unlikely to slow down as the average marketer is predicted to be responsible for creating 23% more content than they do today in 2030. 

“We have seen how AI can generate high-quality marketing materials at scale, allowing brands to quickly adapt their messaging and visuals to reflect current trends and consumer preferences,” Cheung said. 

Online marketing will become more data-driven, with AI analysing customer behaviours to create personalised messaging, automate marketing journeys, optimise media placements, and boost social media posting, he added. 

Furthermore, offline marketing will benefit from AI through improved customer insights and targeted promotions, he added. “For example, AI can leverage location analytics to identify the most effective locations for capturing foot traffic or to plan viral events that resonate with local audiences.” 

As AI continues to evolve, Cheung said AI can revolutionise jewellery marketing in various aspects, including: 

• Personalised recommendations: AI algorithms can analyse a customer's purchase history, browsing behaviour, and search queries to provide highly personalised jewellery recommendations, boosting sales and loyalty. 

• Predictive analytics: By scrutinising market trends and customer behaviour, AI can help jewellers predict future demand, optimise inventory, and inform product development and marketing strategies. 

• Chatbots and customer service: AI chatbots can provide 24/7 customer support, answering common queries, assisting with sizing and styling, and offering personalised recommendations to enhance the customer experience and increase sales. 

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