Artificial intelligence is key to the customer journey

In the latest installment of Information Age's Innovation Spotlight Series, Adam Spearing discusses how AI is impacting the customer journey. He expressed that technologies like AI are integral to remain competitive because of an increasing demand from people to be "predictably served". An expectancy of anticipation from the consumer means they want to be told what they want, before they want it and AI acts as a tool to satisfy this desire. "Research we have done has shown that people in the consumer space and people in the business-to-business space expect to be anticipated on their needs on what it is they want and I don't think there is a lot of technologies currently out there that offer that capability," said Spearing. He continued by saying that the technology is "going to transform the way you deal with the whole interaction of how customers operate with you. The ability to look at a tweet, or a post, or an email and understand the sentiment behind that and change the way you prioritise your interactions [will be significant]."