1. Artificial Intelligence Drives Customer Experience
When you think of artificial intelligence (AI), you might think of dehumanizing interactions. Don’t confuse AI with primitive marketing automation.
As AI expert and leading keynote speaker Christopher Penn, VP of Marketing Technology for SHIFT Communications says, “There are three levels of machine learning: AI where machines perform tasks normally performed by humans; machine learning, where the machines learn on their own; and deep learning, where machine learning chains together for rich learning.”
Leading companies are embracing AI to perform repeatable, redundant tasks and to process large amounts of data not to avoid human interaction, but to enrich it. AI is becoming the norm for many practical consumer experiences – these powerful examples use AI to evaluate GPS data:
- Google Maps uses real-time customer data from our own phones
- GPS Insight is able to help companies shorten the scheduling window for telecommunications companies. More importantly, they can allow municipalities to better deploy emergency responders and repair crews in a crisis like a hurricane.
Expect to see more highly-customized content delivery, automated to a consumer’s specific persona and lifestyle.
As Penn notes, “AI is not a futuristic concept. The tools and technologies are available, accessible, and not cost prohibitive.”
Altman, I. (2018). The Top 10 Business Trends That Will Drive Success In 2018. Retrieved from https://www.forbes.com/sites/ianaltman/2017/12/05/the-top-business-trends-that-will-drive-success-in-2018/#3038465701ad
