Artificial Intelligence enhancing Customer Experience - ET BrandEquity

In the fast-changing digital milieu, people like brands to treat them like humans and not merely as transactions.By Ajit Kumar and Vidhya Visweswarababu Imagine walking into a room of strangers, friends and family, expressing your intent to start an exciting new initiative and asking them for an investment. The strangers will likely ask you questions and make an investment if they see a benefit. Friends on the other hand feel happy for you knowing how hard you worked for it and may proceed to make an investment if there is mutual benefit or because you're a loyal friend. Family on the hand, knowing your personality, capabilities, dreams, desires and aspirations may choose to inquire, advice and collaborate to drive you to the right outcome. As a brand, your engagement with your customer might feel like a stranger, friend or family.