AI laggards will lose customers, Feefo

AI laggards will lose customers, Feefo

Two-thirds of senior IT decision makers believe failure to adopt artificial intelligence (AI) will lead to a loss of competitiveness, research by Feefo has found.

96% also say that AI will have a positive effect on customer-engagement in their organisation, while 45% believe that personalisation is where the biggest gains will be made. Feefo surveyed 100 senior IT decision makers. 61% are using, or will use, AI for customer service analysis and intervention. 46% stated their organisation is using or plans to use it to provide personalised summaries of online reviews, with 100% in the accommodation and food sectors planning to implement AI in this way.

“If you are serious about personalising customer engagement you’ve got to use AI,” says Matt West, CMO, Feefo. “It’s encouraging that this message is getting through, but we need to see a lot more businesses actually using AI to transform the way they personalise their interactions with customers.”

While 42% of IT chiefs selected chatbots as the technology they are using or will use, 53% want to tap AI’s predictive capabilities to engage with customers by anticipating their requirements. The survey also revealed considerable diversity between sectors in how IT decision makers will measure the success of AI in customer engagement. Half of those in wholesale and retail are seeking greater customer retention, compared with a cross-industry average of 31%.  

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