New shoes, a surprising but delightful musical collaboration, the autonomous enterprise, gen AI and getting personalisation right

In an inteview done by Adrian Swinscoe, we cover the autonomous enterprise, generative AI, first-party data, getting your ‘data’ house in order, getting personalisation right and, of course, how gen AI will impact all of this.

As with any transformative technology, ethics must be at the core. What are your ethical AI principles?

The Gist

• Ethical urgency. Ethical AI principles must be a top priority for businesses, ensuring transparent and ethical data management.
• Data quality. Stale or biased data can compromise AI performance, risking brand equity and customer satisfaction.
• Customer focus. AI must serve to enhance the customer experience, requiring fresh, complete, and ethically sourced data.

The advent of machine learning (ML) and artificial intelligence (AI) has driven unimaginable benefits and opportunities across every industry. But just like any technology or innovation, once in the hands of human beings there is an increased potential for ethical abuse — so much so that governments around the globe have leaned in hard to regulate these technologies.

Marketers and customer engagement practitioners who leverage these technologies to improve customer engagement can deliver more ethical AI-driven outcomes by governing their strategy with four components: transparency, robustness, fairness and empathy.

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Adrian Swinscoe gathers predictions from 12 thought leaders.

Tara DeZao, Director of Product Marketing for Martech & Adtech at Pega, adds:

“In 2023, we’ll see organizations using AI more than ever before, particularly with their first party data. While the threat of the sunsetting of third-party cookies continues to get pushed out (as of now, we’re looking at 2024), brands in the know are busy preparing ways to maximize their most precious resource – first party customer data – as soon as possible, regardless of this looming deadline. Additionally, with an impending recession, it’s going to be more important than ever to have smart, empathetic, and helpful interactions with customers, and that’s done by intelligently analyzing and making decisions based on customer data – including context and history – to understand and meet them exactly where they are on their journey. Economic downturns are prime for customer churn, so one wrong or insensitive interaction can send customers running for a competitor, and marketers need to (and can) do better.

Virtually every brand has some technology implemented for collecting and storing customer data. But it’s activating that data that’s going to separate the leaders from the laggards, and we’ll see a lot of this in the year to come. Customers move quickly through their buying journeys, often pivoting and changing course in an instant. The only way for brands to keep up will be to infuse AI and decisioning into their data strategies. Understanding a customer’s propensity to buy based on their behavior and quickly acting on that data in real time can be the difference between making a lasting impression or losing out to a competitor.”

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