Talking AI Models is where things get exciting. AI will allow brands to deliver mind-blowing, personalised experiences (in real-time).
DeepSeek has thrown the cat among the pigeons within the model’s space. My view is that this is likely to shift more players towards an Open-Source approach (which is better for everyone).
To see read from the start:
Personalisation Value Chain
Models (3 of 6)
Old World > Decisioning solutions
→ Expensive, black-box solutions.
→ Require Significant effort to add new capability.
→ Many solutions don’t support prospects & they’re not real-time.
New World > Push towards Open-Source AI models
→ Brands will self-host & optimise their own AI models.
→ Thousands of Agents will be created using the best model for the job (continually monitoring ‘eval’ scores per task).
→ Differentiation will happen at the customer/staff experience level.
Data, data, data
→ Ensure accurate data is provided to train models.
→ Usable Data is currently the biggest blocker within major organisations.
Ongoing Model (Agent) Optimisation
→ Ensure desired outcomes are clearly defined, tracked & fed back into the model(s).
→ In future, your organisation’s models will become your core differentiator.
Support Models (Agents) across both Sales & Service
→ Models to support both sales (revenue) & service (call diversion/cost-avoidance).
→ Understand & support customers when they have issues (+ suppress sales messaging).
Consider your website > You should be able to build a webpage for a visitor (in real-time) that is 100% personalised for them (this webpage should present both sales & service messaging).
→ That’s if customer’s need to come to your website in the first place 
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In my next post, I’ll cover Personalisation Value Chain: CX & Creative (4 of 6)
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