AI revolutionising customer experience through personalisation and intelligent experiences

Abstract

Artificial intelligence (AI) has existed in some fashion for almost seven decades, but its advancement has been limited to large companies and prestigious universities due to the cost of computing power. With the ubiquity of modern computing creating 97 zettabytes of data in the world by the end of 2022, companies are tapping into this new commodity to deliver a seamless, omnichannel customer experience using AI to compete above their weight class. The surge in online interactions since the onset of the COVID-19 pandemic has escalated consumer expectations, giving them more exposure to the personalisation practices of e-commerce leaders and raising the bar for everyone else. From web to mobile and in-person interactions, consumers now view personalisation as the default standard for engagement, making personalisation matter more than ever before as three-quarters of consumers switched to a new store, product or buying method during the pandemic. This paper sets out to highlight companies that are using AI to produce a stellar customer experience and discusses pitfalls that have been discovered along the way.