Retailers and brands are tapping new tools to build better connections with their customers – and make their lives easier
There’s good old-fashioned customer service – and then there’s artificial intelligence chatbots that can answer customers’ questions, create their grocery lists, make their travel plans, and let them see how they’ll look in a new outfit.
“Today’s AI technology is revolutionizing the relationship between brands and their consumers,” says Kristen Denega, Canada Hellmann’s market lead & North American innovations at Unilever. She says Hellmann’s is always looking for creative ways to communicate with consumers about food waste and how to think differently about the value of foods in their fridge. “ChatGPT provided us with a culturally relevant opportunity to do just that by tapping into a moment in time when everyone was experimenting with this platform,” she says.
Rather than just focusing on transactions, he says retailers can start to better understand customers’ behaviours to personalize marketing efforts and provide useful recommendations. “Understanding the language of their interactions and understanding their expectations is all part of what generative AI is providing us with which wasn’t here before,” he says.
Accenture’s recently released Technology Vision 2023 report points to transparency becoming a company’s most precious resource as we start a new era of business. The report notes 87 per cent of Canadian executives say data transparency is becoming a competitive differentiator for their organizations.
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