The panel discussion led by Lindsay Ellerby focused on how brands can utilize AI to enhance customer experiences, emphasizing the importance of understanding emotional and functional outcomes for customers. The panelists highlighted the need for embedding AI throughout the customer journey, educating users, and adapting to evolving customer expectations to create personalized and impactful experiences in various industries.
In the panel discussion led by Lindsay Ellerby, the focus was on how brands can leverage AI to enhance customer experiences. The panel consisted of Eric Fige, Joanna Pena Bley, and Chris McKay, who shared insights on the importance of understanding customer needs beyond traditional product-centric approaches. They emphasized the need for brands to consider emotional and functional outcomes, or “jobs to be done,” that their products or services fulfill for customers. The discussion highlighted the significance of embedding AI throughout the customer journey, from awareness to ongoing usage, to create personalized and relevant experiences.
Chris McKay emphasized the importance of literacy in AI adoption, drawing parallels to the evolution of spell check features. He stressed the need for educating users and building trust over time to ensure they feel in control of the AI-driven experiences. Joanna Pena Bley discussed the shift towards multimodal design, emphasizing the importance of incorporating multi-sensory experiences to cater to evolving customer needs. She highlighted the role of AI in enhancing sensory capabilities and improving overall wellness, citing examples from the healthcare industry.
Eric Fige underlined the business outcomes and drivers in highly regulated industries like finance and healthcare. He discussed the alignment of business objectives with customer well-being and emphasized the need for businesses to focus on Mastery, relevance, and autonomy in customer experiences. The panelists also touched upon the evolving nature of customers and the importance of feedback loops in refining AI-driven experiences. They discussed the potential impact of AI on reshaping business models and organizational structures, leading to more agile and efficient operations.
The panelists agreed on the need for continuous adaptation and innovation in response to changing customer expectations and technological advancements. They highlighted the role of AI in streamlining processes, improving customer engagement, and driving cost efficiencies. The discussion concluded with a call to prioritize customer trust, invest in ongoing education and literacy initiatives, and embrace a collaborative approach to AI implementation. Overall, the panel provided valuable insights into how brands can harness AI to create meaningful and impactful customer experiences in a rapidly evolving digital landscape.