| | OCTOBER 20198CIOReviewIN MY OPINIONAI BECOMES "PERSONAL"By Sherif Mityas, Chief Experience Officer, TGI FridaysImagine it's Thursday night, the kids have soccer practice and you're always looking for a place to pick-up dinner on the way home. The kids love pasta, your spouse prefers salad, and you're craving your favorite burger. But the day gets away, life happens and now it's 6 pm and you haven't a clue on when/where dinner is actually going to happen.Then suddenly, you get an alert on your phone--it's from TGI Fridays! They mention that you ordered two weeks ago, on Thursday night right around this time. They've gone ahead and put two kids pastas, a chicken parmesan salad, and your favorite Wingman burger in your cart--all you have to do is hit "order" and it will be ready for pick-up on your way home from practice! This is so easy, you hit "order" and 30 minutes later, you and your family are having a great dinner at home.Is this Science fiction? Hardly! This happens every day due to the power of AI and its ability to support our efforts to drive "personalization" at scale across our millions of guests every day. In this example, we could have an army of people looking at the purchasing behavior, preferences, order history, social media activity, etc. of an individual guest to be able to create the exact right message at the right time/day on the right platform to drive that next purchase--but we would never be able to do this across millions of guests without the power of AI.At TGI Fridays, we utilize digital technologies, bots, and data analytics to "connect the dots" of all our guest data and create individual profiles to understand everyone's unique customer journey. We use this information to feed our AI tools to create specific solutions that will drive the next best action to ensure guest engagement and eventually a purchase event--whether online or in our restaurants.It's the power of AI that not only allows us to do this at scale across millions of touchpoints, but also create new options for content that will drive greater consideration by our guests to Sherif Mityas
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