How to tackle AI and personalisation

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Artificial Intelligence (AI) has been bubbling away for many years then ChatGPT was introduced last year with a simple, easy to use interface making AI accessible to the masses. This kickstarted a new spotlight on AI and has seen a lot of the major tech companies speed up the release of their AI projects they had been working on for years.

No one can argue that AI is going to be transformative so there is a lot of excitement about what it can do and how much easier it will make our lives. On the other hand, there are big risks when it comes to interacting with customers and the use of data, not to mention the fear around AI making many jobs redundant.

Delivering personalised customer experiences or personalisation at scale/hyper personalisation is another frontier many organisations are trying to work towards with varying levels of success.

So how do we tackle AI & personalisation? What do we need to consider as business leaders?

Salesforce Chief Technology Officer (ANZ) Dr Gayan Benedict gave us some amazing insights into what businesses need to consider when it comes to AI and how to approach it. Along with the key ingredient to driving personalisation at scale. We also talked about:

• Improving the CMO and CTO relationship
• How to maximise your marketing technology

 If you would prefer to continue reading, scroll past the video for the top 5 insights

1) Rushing to deploy AI is risky

If you launch AI and it fails, it will take a long time to build trust of your customers to use it again. It’s important to have solid governance and risk mitigation before jumping into AI head first.

 2) Be transparent about AI to customers

Don’t hide from your customers that they are being served by AI. Building trust with customers over time will be critical to the success of implementing AI. Don’t be impatient.

 3) Using AI to represent your company If you’re considering using AI to represent your company to customers, you need to think about the AI’s persona. We’ve all used Siri/Alexa etc. but it will take time for customers to trust an AI persona, especially when it comes to dealing with sensitive information. So start the planning now.

4) Personalisation at scale requires a data sharing culture

You can’t deliver personalised CX at scale with siloed culture and fragmented customer intelligence. A culture of sharing data is critical especially between marketing and customer service.

5) The CMO and CTO need a collaborative relationship.

The common thread with leading organisations like Formula 1 in the CX space is the collaborative relationship between the CMO and CTO. When egos and politics are put aside and there’s 100 focus on the customer, amazing things happen.

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About me

I’ve spent the last 20 years working on digital transformation and CX projects all around the globe with brands like Samsung, Virgin, Lexus, eBay, Australian Air Force as well as being Head of Brand and Digital CX at a professional football team. If you would like to chat, drop a comment below, go to my Linkedin profile or contact me via my contact page here: https://www.customersmarts.co/