Democratisation of AI is crucial to harmonising omnichannel customer experience

Although brands strive to optimise the delivery of their product and services, customer experience is a moving target that is much harder to quantify and measure. When selling was done in-person, this was not an issue, because humans are extremely good at gauging customer's expectations and accommodating to all the different customer needs. In the wake of the post-pandemic era, digital commerce is now the new normal. All businesses are shifting online devoid of human touch. This digital shift is not only a response to containing the spread of COVID, but rather a strategic move to operate one's business more efficiently.