We are starting to see AI (Artificial Intelligence) being deployed in ‘every day’ situations. It’s potential to reshape the way consumers interact with brands, for the benefit of both, presents a series of significant opportunities as well as challenges.
The latest advances in automation, software and robotics are allowing computers to do things we never thought a computer could do. And they are doing these things so much better, more effectively and more quickly than mere mortals could ever do.
The holy grail of CX
In its simplest definition, AI is about taking a range of inputs (written and spoken text, biometric, visual and emotional), collating this information, analysing it and formulating some insight, action, or recommendation.
AI promises the ability to crack the holy grail of CX. To shift brands from being reactive to being far more proactive in anticipating customers’ needs, desires and wants.
AI has the power to analyse huge amounts of data from numerous sources, including human behaviours and emotions. This can then be used to create more meaningful customer experiences.
Hilton hotels and IBM have been piloting a concierge robot called Connie. Connie utilises IBM Watson technologies to answer questions and provide information about local attractions and things to do. The more interactions Connie has with guests, the more she learns and increases her ability to help customers.
Interacting with the right customer at the right time
AI will allow the right message to the right customer at the right time, even though you don’t know that customer.
Its application across numerous industries is enormous. Take healthcare as an example. A patient outlines their symptoms. Medical devices take a variety of measurements (heart rate, blood pressure, etc). All this data is fed into an AI platform. Using an extensive library of data and information, including all that is available on the web, the AI diagnoses the problem with alarming and incredible accuracy.
Augmented Reality (AR) is a form of AI that’s already in use. It refers to technology that superimposes a computer-generated image on a user’s view of the real world. Some examples include:
- Turn by turn navigation on a satellite based map is considered a rudimentary form of augmented reality
- If you use Yelp, they have an AR feature called Monacle. It uses the phones GPS. When you point the camera at a building, it pop’s on the screen a list of nearby bars and restaurants
- Gaming, there are a huge number of AR based games right now, the most popular being Minecraft
The best experiences, however, will be those that combine the speed, efficiency, foresight, accuracy and capability of AI, combined with the empathy and imagination of human touch.