What we've learned from the early days of CX technology is that forcing customers to conform to rigid mechanical processes (language choices, service versus support options) doesn't provide a customer-centric approach. It didn't take long for people to figure out pressing "O" to get a live operator--or shouting "agent" in frustration--was almost always the best choice. Thankfully, AI, powered by Machine Learning and evaluated and fine-tuned by humans, has come a long way in the last decade. AI-powered virtual assistants are now able to ask-- and respond to--open-ended questions like, "What can I do for you today?" Marketers fulfill a dual function within their organizations. But because of the unique insights that they gain into how their customers think, feel, act, behave, and buy, they're also customer advocates.

Thankfully, AI, powered by Machine Learning and evaluated and fine-tuned by humans, has come a long way in the last decade.