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ReadersSpeak

Rethinking AI

mily Dunn, senior digital marketing manager
at CEI, contacted us about a new CEI report,
Rethinking AI for 2023 and Beyond, written by
E CEI Analyst Brian Cantor. "Consumers are
more willing than ever to self-serve, and brands are
more committed than ever to harnessing the power of
AI technology," she wrote. "The time has come, how-
ever, to ensure this excitement over the promise of AI
turns into meaningful results. To ensure it is powering
more frictionless and relevant customer interactions,
more empowering agent experiences, and more valu-
able business results. What will it take to achieve these
objectives? This guide to rethinking AI provides the
answers."
Some of the report topics she mentioned include:

• Four ways to rethink AI and elevate experiences:
In today’s era of competing on experiences, it is
not enough for a brand to simply know it has an
answer to a given customer’s question. The brand
must consider what that customer encounters while
searching for that answer.
• AI’s real role in transforming knowledge manage-
ment: When pursuing AI-driven knowledge solu-
tions, the key is to focus on a “lean data” approach.
Success hinges on surfacing only the most relevant
knowledge, as opposed to drowning employees in
all information
• Steps for making customer experiences more con-
venient, relevant, and personalized: The digital
transformation is not diminishing the importance
of personalization. It may mean that customers and
agents engage in fewer traditional phone or face-to-
face conversations. It is not, however, reducing the
value of tailoring journeys – and responses – to in-
dividual customer context.
• Predictions for the future of CX – and the role AI
must play: While rethinking AI to refine experienc-
es, successful companies will not simply focus on
correcting yesterday’s problems but instead build a
future-proof framework that can support incoming
trends.
AI in your business

Are you incorporating AI into your business? If so, in
what areas are you using it. What are the pros and cons
so far? If you don't employ AI, what's holding you back?
For a copy of CEI's report, see https://bit.ly/3Ig1thS; also
see Green Sheet CEO Kate Gillespie's thoughts on AI in
this issue's Inspiration feature.

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