The Future
Dear CEO,
What does the AI-first avatar of your business look like? While AI-ML models and Gen AI will help with supply chain management, process optimisation, customer services, and basic predictions, how will your customer relationships in a world where Agentic AI can enable large customer models, mirror worlds, digital twins for every customers, a Co-Marketer, and generative journeys? [Co-Marketer, Agentic AI, Generative Journeys] Are you ready for this coming future – beyond chatbots which help with coding and creatives generation? Are you prepared for a fundamental transformation in your customer relationships? How can you create this future first?
Here is a quote from “Competing for the Future” by CK Prahalad and Gary Hamel: “There is not one future but hundreds. There is no law that says most companies must be followers. Getting to the future first is not just about outrunning competitors bent on reaching the same prize. It is also about having one’s own view of what the prize is. There can be as many prizes as runners; imagination is the only limiting factor. Renoir, Picasso, Calder, Serat, and Chagall were all enormously successful artists, but each had an original and distinctive style. In no way did the success of one preordain the failure of another. Yet each artist spawned a host of imitators. In business, as in art, what distinguishes leaders from laggards, and greatness from mediocrity, is the ability to uniquely imagine what could be.”
Start by imagining what this future can be for your customers. For eCommerce, imagine every shopper’s digital twin interacting with a Co-Marketer to eliminate the tyranny of irrelevant messages and offers to get the right product recommendations at the right time. For a stock broking business, imagine a Co-Broker who can assimilate all the incoming news, distil trends, and then make portfolio suggestions. For a travel business, imagine a travel assistant for every customer being their advisor during the decision-making process and a guide during the actual travel. What’s common to these scenarios are three things:
- N=1 Hyper-personalisation, which ensures that the recommendations and pathways are unique for every customer
- Agent-to-Agent interaction, which creates efficiency in the engagement process, by focusing on the best options and filtering out the irrelevant
- Value-maximising journeys, which are composable, omnichannel, generative, shoppable, to ensure faster conversion
Together, they can help businesses multi-maximise every customer’s lifetime value, lay the foundation for exponential, forever, profitable, growth, and underpin the profipoly quest.
The Internet bridged distance and made geography irrelevant. AI will augment intelligence and improve the quality of brand-customer engagement. The key to unlocking this future will be proprietary data and workflows.
