AI can boost customer engagement if brand is open to change

Christie Rice, left, of Intel, welcomes panelists Jeff Donaldson of Intriosity; Dawn Dickson of PopCom; and Laura Rea Dickey of Dickey's Barbecue. Artificial intelligence has emerged as one of the most powerful tools for improving the customer experience, but retailers must be willing to accept operational change once they embark on their AI journeys. That was a key theme of a panel on driving innovation with AI during the Interactive Customer Experience Summit at the Omni Frisco Hotel in Frisco, Texas. Retailers will find themselves inundated with more data to manage, and they will likely uncover the need to make organizational changes and reassign some employee responsibilities. "Understanding how to use your data is the biggest thing," said panel moderator Christie Rice, worldwide kiosk and digital signage segment manager at Intel.