Three Types of AI to Leverage at the Customer Experience Level

By Jim Sinur

(Aragon Research) – In the race to become a fully digital business, organizations have been taking advantage of better emerging methods and technologies applied to customer interactions, operational productivity, and digitally-enabled business models. While these efforts will continue at full speed, they will require Artificial Intelligence (AI) to be successful as the nature of digital business continues to evolve.

Because the Customer Experience has a major impact on the business, it is often one of the key areas—and first areas—to focus on when it comes to Digital Transformation. This blog will examine the three major thrusts of AI that need to be considered at the Customer Experience level: Entity AI, Process AI, and Interaction AI. All of these types of AI will contribute individually or in concert to new ways of doing business while simultaneously increasing productivity of most everything and everyone that contributes to business.

Entity AI

This is where AI is applied to each and every person, place, or thing. Each entity will have the advantage of intelligence applied to it over and above its base intelligence. This will be the dynamic and real-time application of incremental intelligence as new intelligence emerges or entities are put into new and different contexts. This will be true for knowledge workers as well as each participant of the internet of things (IoT). With programmable GPUs, TPUs, and CPUs, intelligence can either be determined at the source (edge) or in aggregate and pushed to the source (edge). Entity AI alone will have a significant impact on increasing productivity.

Process AI

Process AI is where intelligence will be applied to pulling in the right resource at the right time and equipping that resource with additional intelligence to complete tasks as efficiently and effectively as possible. Often, new digital processes will be goal-driven and smart enough to adapt themselves. They will be able to choose and enhance the resources needed to attain a proper level of goal attainment—even if the goals are complex and conflicting.

Interaction AI

Interaction AI will be looking at what context entities and processes are operating in. It will then apply intelligence that will help these entities and processes adapt to changing conditions, from simple to complex, and will help balance between operational and strategic goals. Interaction AI will be looking for the patterns of emerging events to make key decisions, give advice on actions, and even take independent action, if given a high freedom level.

Bottom Line

Thanks to AI, everything and everyone will be getting an intelligent boost in the new Digital Business era, including your customers. AI has the potential to improve customer satisfaction by interacting with users in conversational natural language, responding to gestures and emotion to create a more personal experience, and providing more complete suggestions ranked by confidence. As it becomes more pervasive, customers will come to expect it.