| | SEPTEMBER 201919CIOReviewHOW AUTOMATION AND ARTIFICIAL INTELLIGENCE ARE CHANGING CUSTOMER EXPERIENCE GAME?By Matt Rocco, President & CEO and Jim Iyoob, Chief Customer Officer, Etech Global Services, LLCScience fiction and Hollywood have long polluted the perception of artificial intelligence with doomsday prophecies and new world order, and while these perceptions have been shared by some of society's most prominent scientific and innovative minds, is it enough to cast aside the real potential of machine learning in commercial endeavors? The truth is, AI is a long way from global domination. While there have been massive strides in computer learning capabilities, the systems are still heavily designed and controlled by humans. The current reality is that intelligence systems are critical to the commercial and consumer landscape. The global economic structure and disintegration of borders digitally have led to an increase in competition and challenges that requires a more streamlined approach to the consumer experience and quality monitoring.It has long been speculated that the benefits for commercialized AI were better suited for manufacturing and repetitive production tasks, and while that may be true, artificial intelligence requires a data infrastructure that many manufacturers lack. Therefore, instead of focusing only on production, computer programmers pointed to the analytical ability of these systems, demonstrating how automation and AI can improve the customer experience and ultimately quality monitoring and control.PersonalizationWith increased competition, retailers need to find ways to stand out in a crowded marketplace. The gold standard in the early days of the internet was allowing for personalized page layouts. However, as time progressed, the need for improved personalization became a necessity of productive and lucrative customer experience. Therefore, companies started implementing advanced machine learning systems to quantify and design experiences tailored to a specific customer's needs and desires. Many systems now allow businesses to customize deals and newsletters to a customer and deliver these items in a way that is specific to their preferences.Jim IyoobCX INSIGHTS
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