Page 11 - AeM_May_2020

RESEARCH
ANALYSIS
TRENDS

Experience economy requires

open-mindedness

The use of new, fast, and frequently advancing digital Their goal should therefore be to develop intelligent
technology to solve problems is inexorably changing products and services to constantly expand and perfect
one industry, proving that the so-called digital all contact points with customers: providing a
transformation is far more powerful and disruptive than convincing ad hoc user experience is a must and there
anything seen before. We are living in an exciting but is possibly a “lock-in effect” which means there is no
challenging time of unceasing digital changes and new longer any reason for the user to choose another
developments. provider. In short: the physical product is no longer
solely decisive for sales, rather, the use value of the
Around 50% of all people on the Internet today haven product that has been expanded through digital
gotten used to a variety of great services in the digital services.
world and their expectations are constantly rising.
Hence, the quality of digital services will be what Certainly, artificial intelligence (AI) comes into play here
ultimately determines whether people stay with a brand by helping to make autonomously interpreted
or not. Since it is possible to get in touch via the knowledge automatically available to many recipients
Internet with everyone anytime, anywhere to buy on demand. Artificial neural networks that use
products, digital services play a key role in shaping the optimized methods, such as deep learning, to learn
identity of a company. Today, the emotional experience from data and to continuously help them develop even
is created by the digital operating and usage smarter services that make the user experience more
experience, while advertising and brand stories create relevant, personal, or simply more meaningful.
the context - for short, that is the challenge brands are Programs can already very reliably recognize the
facing. meaning of complex content such as texts, images or
videos and then start actions autonomously. The fact
is:

11 May 2020: Natural language processing & conversational analytics: data quality beyond