ENTER THE ROLE OF AI
AI can enhance customer journey and experience through three distinct areas
1) AI-infused data improves scale
Today, with AI, we have access to large amounts of data, be it device data, network data, in-home automation data, or vehicle data. Automation aids in distributing and storing this large amount of data more efficiently. Models that used to be impossible to run (or could only run against limited data sets) are now executed with ease against thousands of variables. The variety, velocity, and volume of data definitely results in personalization at scale.
2) AI-based analytics improves context
Personalization works when it is relevant and based on specific data and analytics.
On the machine-learning side, models such as neural networks or decision trees are a better fit than classical generalized linear models. They provide more accurate results and improved context.
Cognitive computing, natural language processing, sentiment analysis extraction aid in creating pertinent structured data from unstructured sources. It allows them to append customer profiles with data which was not previously used for context and provide insights into customer sentiment, so brands can react accordingly.
3) AI-based insight improves customer activation
Customer activation is the ability to increase customer engagement.
The more knowledge you have about a customer on an individual level, the more you can influence activation or engagement. Machine-learning-based techniques, like natural language processing and sentiment analysis extracts key customer data (i.e., phrases from a voice chat, an instruction to an AI-powered assistant, or a discussion on a social platform) to derive insight.
Personalization is transformational and AI forges powerful customer relationships and enables businesses to become more resilient and adapt quickly to shifting consumer needs. Businesses that leverage the treasure trove of data available to them to digitally tailor their offerings, have an edge on the competition.