Other parts of this series:
In my last post, I discussed how artificial intelligence (AI)—Trend 1 in our Technology Vision 2017—is taking on more sophisticated and more prominent roles across a variety of industries. As AI takes over more of the user experience, it grows beyond just an intelligent interface. With each customer interaction becoming more personalized, powerful and natural, AI moves into an even more prominent position: a company’s digital spokesperson.
This means thinking of AI not just as a technological tool—but as the face of the brand.
AI offers a new level of control
With AI, businesses gain a level of control they have never had over their brands—with a new dimension of flexibility as well.
Instead of interacting with one person at a time like a human representative, an AI system can interact with an infinite number of people at once, based on the skills built for it, and create and maintain a powerful, 100 percent consistent brand experience through every interaction.
But that’s not all. AI can also use learning capabilities to tailor that experience to each individual, and rapidly evolve the experience to react to any new product or strategy the enterprise wants to implement.
AI transforms enterprise architecture
As a key facilitator for an organization’s next generation of experiences, AI turns enterprise architecture on its head. On the back end, giving AI the resources it needs means changes to business processes and infrastructure.
AI-based relationships transcend traditional transactions by building on the context of each separate interaction. But that only works if the system is designed to support a long-term relationship from the start, with reinforced feedback loops at each touchpoint.
To bring to life the promise of AI across an interface, businesses should:
- Redesign their existing systems to support its features and technical dependencies.
- Develop the necessary connections between systems and interfaces, and then between different points of interaction.
AI encourages stronger relationships and better customer service
With AI in place, interactions with customers can move from straightforward transactional models to multidimensional conversations spanning a variety of complementary channels, including:
- Text-based chats
- Spoken conversations
- Virtual reality
This encourages stronger relationships and better customer service, and lets organizations make all of their services accessible to everyone. Deployed well across company interfaces, customers no longer need to understand complicated technology to use it. In deploying contextual intelligence to an interface to make it truly intuitive, companies should aim to make the technology it’s supporting disappear.
In my next post, I will offer some conclusions and recommendations with regard to AI.