What worked yesterday > will not work in this New World.
AI has changed the game around what’s possible. Legacy systems (many decades old) will hold Brands back.
Assuming that you’ve got your data sorted → The great news (for organisations that may have fallen behind) is that everything has changed!
AI places everyone on a level playing field. You now have the opportunity to leapfrog your competitors.
🔗 Personalisation Value Chain:
Capability required to support Real-Time Personalisation (5 of 6)
1️⃣ Reset Your North Star = Ideal Customer journey
→ Everything comes down to customer experience.
→ Now Considering AI → what does your new reimagined customer experience look like?
2️⃣ Ensures Flexibility
→ The AI market moves fast, the biggest model today, could be gone tomorrow.
→ Make sure your new stack offers the flexibility to swap & change as this New World evolves.
→ Select vendors that will remain AI model agnostic (or even allow you to bring your own AI).
3️⃣ Future Proof
→ Try to predict the future & plan accordingly.
→ Which changes will have the biggest impact on your CX & what’s the probability of these changes occuring.
→ E.g. Will your selected capability still work after the deprecation of 3rd party cookies?
4️⃣ Supports Real-Time
→ Most complex capability to deliver @ scale.
→ Experiences are becoming conversational & personalised campaigns will be built in real-time.
5️⃣ Multi Modal
→ Your future experiences need to support multi-modal.
→ Web 3.0 | Voice | Vision will all need to work seamlessly together.
I’m incredibly excited about these changes. We started building Personalisation Hub over 7 years ago with a solid view on all of the above (& more).
From the words of Paul Kelly → “From little things, big things grow”
We’ve only just begun
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In my next post, I’ll cover Personalisation Value Chain: Conversion (6 of 6)
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