How brands are using artificial intelligence to enhance customer experience

Artificial intelligence has been around since 1956 and has made some giant leaps in that time: beating the best human at chess, the best human at US gameshow Jeopardy and recently beating the best human at complex strategy game Go. Brands have only recently started adopting artificial intelligence for core consumer services. Google’s voice recognition technology now claims 98% accuracy and Facebook’s DeepFace is said to recognise faces with a 97% success rate. IBM’s Watson, which uses artificial intelligence to perform its question-answering function, is 2,400% “smarter” today than when it achieved the Jeopardy victory five years ago. There is no doubt that the relationship between men and machines is changing, and brands are on the cusp of making artificial intelligence an everyday element of their customer offerings. Customer self-service For example, with a goal…


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