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In an era when technological advancements aren’t just innovations but woven into the fabric of our daily lives, businesses face pivotal questions about business model reinvention and long-term growth.
On our February 2024 Customer Connections webcast, George Korizis, PwC’s US Customer Transformation Leader, discussed the challenges and opportunities facing companies with three industry executives who emphasized the critical role of AI in revolutionizing customer engagement.
The rise of AI in customer experience
Coming together from different industries, our guests had a wide-ranging conversation on how AI is reshaping the customer landscape — from personalized medicine to digital agents designed not only to respond to customer service questions but also to understand customer needs.
Chris Duffey of Adobe highlighted the need for business reinvention in response to emerging customer expectations and technical disruptions. The focus on customer centricity has never been more pertinent, he said, urging businesses to design immersive AI journeys that tap into deeper connections with customers. This involves analyzing sentiment, orchestrating journeys and personalizing content, all with an aim of enhancing user experiences.
Tia White of Amazon Web Services delved into the importance of balancing personalization with privacy. Leveraging traditional machine learning alongside generative AI (GenAI) can create hyper-personalized experiences without compromising user data integrity, she said, emphasizing the role of privacy-enhancing technologies as crucial.
Charles Jones of Pfizer discussed the imperative of integrating AI responsibly in drug development and patient care. Adhering to stringent guidelines and fostering a culture of innovation has allowed Pfizer to use AI to expedite clinical trials while keeping ethical and equitable considerations at the forefront, he said.
Evolving customer experience in an AI-driven world
Gain valuable insights and actionable strategies: Learn practical approaches to enhancing customer engagement with tech.
Your call to action with AI
The above insights underscore a clear opportunity — and even an obligation — for business leaders: Embrace AI, but do so responsibly and sensibly. AI’s potential to transform customer experience is undeniable, yet it requires a careful balance of innovation and empathy, as well as a steadfast commitment to the customer's well-being. Think of how your organization can:
- Evaluate and start executing on the most promising GenAI and machine learning investments to make the customer experience more personalized, effective and engaging, regardless of sector
- Prioritize Responsible AI, emphasizing governance in deploying GenAI solutions, increasing trust and transparency with customers
- Foster a culture of innovation within organizations that encourages experimentation and embraces the transformative nature of GenAI
- Stay nimble, recognizing that the landscape of customer engagement is continually evolving with technological advancements
As the use of AI in customer experience accelerates, the potential for businesses to lead with innovation, empathy and responsibility has never been greater. By harnessing the power of AI, you can not only meet but exceed customer expectations, setting a new standard for what it means to truly amaze.
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