AI, Europe, and the New Customer Experience

From ubiquitous technologies to data privacy to multi-platform convenience, Europeans are on the verge of redefining how consumers and brands interact

Artificial Intelligence (AI) is quickly becoming more and more accepted not only in our personal lives but for business as well. It seems like each day we are exposed to a different AI application and with it a new experience. AI is the enabler within a digital world that is changing the customer journey offering a smoother path toward purchase, an instantaneous set of data to strengthen knowledge, and a more seamless way of living life.

Here in Europe, there is a growing AI industry spread across a number of countries.  This solid infrastructure represents the next generation of business putting European companies at the forefront of this new technology and with it the challenge of navigating new pressures – both political and societal. Today, UK has the strongest AI ecosystem followed by German, France and Spain.

So where does this leave us from a communications and marketing standpoint?

First and foremost, the coming age of AI provides an early blueprint for how companies can convey their business mission, purpose, and efficacy. It begins with an analysis of the organisation’s influencer network. Meaning those constituents who are interested in your products and services, policies and beliefs, and who are shaping your story and carrying your messages. This ecosystem allows you to determine the vagaries of opinion across countries, boundaries, and regions.

Among the areas where AI is finding a home throughout Europe include: call centres, wearables, fitness, health and wellness, home security, HR recruiting, note-taking, banking, virtual assistants, payments, conferencing, search, lighting, energy management, warehousing, customer service, video games, robotics, etc. The benefits of AI revolve around a richer, more seamless customer experience tying people more closely to the brand in large and small ways such as product customisation, ordering ease, addressing issues promptly, faster turnaround, and more choice.

The promise of AI is the result of a digital world where technology places control in the hands of the marketplace.

With that in mind, savvy organizations are incorporating new elements into marketing and communications programming to move their business and mindset to the future including gaining knowledge, input, and acceptance of AI.  Among the areas being addressed:

1. Bridging the Present With the Future

Rethinking the overall corporate narrative to paint a picture of what the future can look like

2. Discovering New areas that Improve Customer Experience

Identifying customer service connections where AI provides a high-quality experience

3. Balancing any Arguments That Might Impede Progress 

Providing well thought-out points of view (POV) supporting a more digital experience for customers and employees

4. Engaging in Real-Time Discussion and Debate to Build Confidence and Trust 

Creating interactive tools and apps to generate discussions and debate that leads to stronger policies and clearer decision-making  

One of the most important issues regarding AI, as well as all digital intelligence, has to do with security and privacy.  In April 2016, the European Parliament approved the General Data Protection Regulation (GDPR), which goes into effect in May 2018. The measure is meant to protect an individual’s personal data and information and therefore privacy. As AI becomes prominent security and privacy will rise in importance providing fertile ground for organizations to declare a competitive advantage if their policies protect consumers and employees.

The future in many respects is already here as AI is changing expectations in the marketplace and the workplace. For European brands, who acknowledge this technological revolution, Top of the Document a proactive communications and marketing effort focused on education, efficacy, and dialogue will not only accelerate these changes on macro level but will position them in a much stronger place for growth.

Annalise Coady
Annalise Coady

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