Five Building Blocks
Dear CEO,
What does all this mean for your business? And how do you lead and build the AI-first version of your business? The first thing to recognise is that this new world is beyond generative AI and chatbots – which enable a natural language interface to query and interact with vast text (and images, audio, and video) libraries. While generative AI will continue to improve productivity of every employee, the real opportunity lies is in the next generation of AI: the world of Agentic AI for the customer interface.
This world will have five building blocks: Large Customer Models, Mirror World, Digital Twins, co-Marketer, and Generative Journeys. Taken together, they will enable the three objectives of hyper-personalisation, the digital twin interacting with the Co-Marketer to simplify the engagement process, and win-win journeys which are value-maximising for both the brand and the customer to enable faster conversions. Let’s discuss this further. And then we will get to the “How” you can make it happen?
Large Customer Models (LCMs): LCMs are the foundation of your AI-driven customer strategy. These models are trained on vast amounts of customer data, including demographics, transactions, interactions, and behaviours. By continuously learning from this data, LCMs develop a deep understanding of each individual customer’s preferences, needs, and patterns. They enable you to create rich, dynamic customer profiles that evolve in real-time, laying the groundwork for truly personalised experiences. Think of LCMs as CDPs come alive.
Mirror World: The Mirror World is a virtual environment where you can simulate and test various customer scenarios and strategies. It’s a sandbox where your AI agents, such as Digital Twins and Co-Marketers, can interact and learn from each other. By running simulations in the Mirror World, you can optimise customer journeys, experiment with new approaches, and identify the most effective tactics before deploying them in the real world. This allows you to innovate faster and with greater confidence.
Digital Twins: Digital Twins are AI-powered replicas of your individual customers. They encapsulate everything you know about a customer – their preferences, behaviours, and interactions – and use this knowledge to predict their needs and actions. Digital Twins operate in the Mirror World, interacting with your Co-Marketer to find the best ways to engage and serve each customer. By having a Digital Twin for every customer, you can achieve true 1:1 personalisation at scale.
Co-Marketer: The Co-Marketer is your CMO’s AI-powered marketing assistant. It collaborates with your human marketing team, taking on tasks like customer segmentation, campaign planning, content creation, and journey optimisation. The Co-Marketer learns from your best marketers and from the interactions between Digital Twins in the Mirror World. It can generate highly targeted, emotionally resonant content and offers for each individual customer, and continuously optimise the timing, channel, and message of your communications. The Co-Marketer also frees up human resources for more creative and strategic initiatives.
Generative Journeys: Generative Journeys represent the next frontier of customer engagement. Unlike static, rule-based customer journeys, Generative Journeys are dynamic, adaptive, and unique to each customer. They leverage the power of your LCM, Mirror World, Digital Twins, and Co-Marketer to create optimal, fluid, value-maximising paths for each customer in real-time. Generative Journeys are omnichannel, shoppable, and designed to accelerate the customer’s progress towards their goals – whether that’s making a purchase, learning about a product, or getting support.
By investing in these five building blocks, you can create a virtuous cycle of learning and optimisation. As your LCM learns from real-world interactions (and events), your Mirror World simulations become more accurate. As your Digital Twins interact with your Co-Marketer, they uncover new insights and strategies. And as you deploy Generative Journeys, you’re continuously learning and adapting to each customer’s evolving needs.
