Artificial intelligence technologies a boon for customer insights

You've probably interacted with a number of artificial intelligence technologies today, whether you've asked your Amazon Echo for the weather report or used a virtual agent chatbot on a retailer's website. With every interaction, you leave breadcrumbs of data, which create trails that companies can use to gain insights into your preferences, buying habits and much more. This new reality means companies have access to a gold mine of customer data, but they are only using about 12% of it for insights, explained Forrester Research vice president Srividya Sridharan, during a recent AI Trends webinar called "Drive Innovation in Customer Insights with 12 Artificial Intelligence Technologies." "Time and time again, we hear from our clients, 'we are drowning in data and starving for insight,'" said Sridharan, who specializes in customer data research. She added that companies have made tremendous strides in using data in daily decision-making, but there are only pockets of excellence.