VIDEO | Deloitte Digital MD: AI Is the Future of Customer Engagement and Personalization

(US and Canada) David Chan, Managing Director of Deloitte Digital, speaks with Kellie De Leon, Senior Director of Marketing at Treasure Data, in a video interview about the probabilistic and deterministic approaches to ID resolution, and the application of AI in creating customer journeys and curating personalized content.

Chan says that a deterministic approach to ID resolution is based on a simple set of rules but the value can lead to ‘under collapsing,’ meaning there might be multiple similar versions of an ID where they can be the same or different people. He says that while a probabilistic approach can lead to one specific person, both approaches are pretty black box in nature. It is usually impossible for people to break it down to even test every single iteration of it.

Again, Chan says that using a set of algorithms that someone built and later left the organization will require reinvestment and rebuilding.

When asked if AI is the future of customer engagement, loyalty, and personalization, he responds in the affirmative. Chan explains that with the explosion of channels, AI not only will have a hand in generating content from a dynamic content generation perspective, but it will also help decide where and what content should be shown to certain people based on their journeys.

He adds that there are journey orchestration tools but the challenge is those journeys are designed by humans. There will be a scenario where at every point a journey splits, they could choose a new adventure and the only way that happens is by leveraging AI and ml.

Chan says that even though AI and ML are more accessible, it does not make things easier. Testing and integrating it back into all the other channels is still challenging.

Organizations that want to create the ultimate orchestrated curated journey have to figure out how to tie all the different AI tools together to deliver that experience, he concludes.

CDO Magazine appreciates David Chan for sharing his insights and data success stories with our global community.

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