By Kanchan Ray, CTO, Nagarro
Customer experience (CX) is no longer a differentiator, it’s a requirement. Customers today expect fast, efficient, and personalised interactions with the companies they engage with. Artificial intelligence (AI) is transforming CX by enabling businesses to anticipate customer needs and deliver seamless, personalized experiences. AI-led experiences leverage a combination of immersive technologies, tailored services, and seamlessly integrated automation to set a new standard for customer engagement. This user-centric approach, powered by AI/GenAI, is the future of CX.
What’s the need?
The push towards “AI-led Experience” is driven by the need to redefine and enhance digital interactions through the pervasive influence of AI models, assistants, and automated agents. This need arises from the growing expectation that technology solutions and apps will transform end-user experiences. AI, particularly through the use of biometrics, is becoming essential for introducing invisible controls, breakthrough security measures, and seamless payments. The incorporation of biometrically enabled digital identities is becoming the new standard, signaling a shift in how users engage with technology. This shift requires a reimagining of user interfaces, where natural language, visual data, and digital footprints become the primary mediums for unlocking value.
The opportunity this presents
The “AI-led Experience” presents a compelling opportunity for digital and software solutions companies to transform user experiences. By leveraging AI capabilities, including Large Language Models (LLMs), companies can enhance wearables and digital assistants. The ecosystem—a woven tapestry of APIs, digital solutions, and the proliferation of 5G networks—sets the stage for the next wave of advancements. Embracing Web3 infrastructure further extends this transformation into distributed applications, including the integration of digital avatars in the Metaverse.
This “AI-led experience” provides opportunities for creating:
⦁ Invisible UX: The objective is to push technology into the background, ensuring a frictionless user experience.
⦁ Immersive interactions: Generative AI enables immersive interactions, blurring the lines between the physical and digital worlds. Users become active participants in their own digital stories, experiencing Metaverse-like environments that are dynamically tailored to their needs.
⦁ Cognitive and AI-assisted capabilities: AI-assisted companions, ranging from smart wearables to virtual assistants, help navigate daily complexities, making life smarter, automated and more efficient.
⦁ Inclusivity and accessibility: The AI-led revolution is inclusive, ensuring that technology is accessible to everyone. It emphasizes transparency and control, allowing users to manage their data and expect fairness from the technology they interact with.
Imagine a vehicle rental company teaching young travelers safe driving norms in international cities via AI agents in a 3D Metaverse. In this immersive experience, users configure their vehicles, explore city terrains, and learn local road safety laws. Such engagement tactics not only educate but also attract customers. Similarly, AI-led biometrics can enable unique digital security controls and facilitate invisible payments, making biometrically supported digital identities the new norm. This innovation extends to various fields, including travel, fintech, and personal wellness, revolutionizing how users interact with technology.
How to take advantage of this shift?
The “AI-led Experience” revolution demands new modular architecture blocks, akin to digital building blocks, seamlessly connecting to create personalized experiences. Elements such as payments, identity, and health are integrated like jigsaw pieces, all driven individually by AI models and knowledge systems. These building blocks can be independent of each other and can operate across various systems and clouds, evolving independently to adapt to the ever-changing needs of the business.
The best way to get started on this journey is to create journey maps of the customer experience and keep reimagining each touchpoint – how two make the interaction smarter, frictionless, interactive and simpler. A simple KPI or definition of success for each key interaction will be a good way to keep track of the long-term vision. Once the backlog of ideas is in place and validated – creating small value pods to implement them will get the process started. The value pods should be small – 1-2 sprint teams and they can operate independently but be a part of an overall end-to-end DevOps pipeline.
The future
Imagine a technology that anticipates your needs even before you do, crafting personalized experiences that make life easier and more exciting. In this future, screens and interfaces fade into insignificance, replaced by an invisible intelligence seamlessly interwoven into the very fabric of our lives. This is the “AI-led experience” – a world where a dynamic, adaptive, AI-driven landscape seamlessly fulfils your every desire.