Artificial Intelligence

Brand manufacturers increasingly leveraging AI

It’s already common practice for "cult brands" to use artificial intelligence (AI) to boost customer satisfaction. A report has found that these brands are three times more likely to use new technologies than other companies.

14 Nov. 2017
Source: Genesys
Quelle: Genesys

More than 550 executives in 30 countries and regions were surveyed for the report conducted by MIT Technology Review and the company Genesys, in which "cult brands" were deemed to be companies that score particularly well on customer experience and have a leading reputation in their sector.

According to the report, these companies know how to effectively deploy automated AI tools better than other companies: AI tools were found to provide the greatest added value where they support and complement customer service staff rather than replace them. AI is used in other fields too, such as customer analyses, in particular by cult brands.

Another recent report from McKinsey also suggests that AI is going to become indispensable for companies. In an analysis of the automotive market, the authors found that two thirds of car buyers would switch makes for better AI. "This shows just how important the issue is for every manufacturer's future competitive position. Customers have high expectations," sums up Matthias Kässer, a McKinsey partner in Munich.

The report found that 47% of the over 3,000 consumers surveyed in Germany, China, and the United States would be more than happy to let a driverless car drive their family around.

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