In the next five years, machine intelligence will become ubiquitous and technology innovations, such as Internet of Things (IoT), chatbots and augmented reality, will proliferate.

We will interact more and more with devices via talk and text, on a range of devices and locations, often determined and delivered by machine learning algorithms. As a result, Artificial Intelligence (AI) will shape our experiences with companies, products, and services in unprecedented ways.

This report explores the impact of AI on the customer experience, lays out a set of operating principles and includes insight from technology users, developers, academics, designers and other experts on how to design customer-centric experiences in the age of AI. More than anything, business leaders today should begin to treat AI as fundamental to the customer experience. This means thinking about the values it perpetuates as an essential and eventually indistinguishable expression of product, services and the brand experience.

Key insights from the report include:

  • AI is changing the relationship between consumers and brands. Experiences are different when they are informed or even delivered by systems using machine learning algorithms.
  • Norms that govern normal business interactions are being upended. This has created the need for guiding principles to deliver customer-centric AI: utility; empathy and respect; trust; fairness and safety; and accountability.
  • Building a culture of customer-centric AI has unique challenges and opportunities. To address these, leading organizations have developed the following emerging practices: culture and community; design; data and methodology; and governance.

Download the report here.