The tech changing customer experience

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Last year, there were some huge announcements from the tech industry. Several came from the world’s most famous brands, whereas others were from innovative start-ups looking to disrupt established industries. But how do we know which are simply marketing hype and which will truly have an impact on the lives of customers? Here are five that will shape the future of customer experience:

1: Falling cost of prediction

The influence of artificial intelligence (AI) in our day-to-day lives has been growing for years, but AI-based prediction became a mainstream tool for brands in 2018. It can make a big difference to the customer experience. First, we will see the arrival of predictive commerce, as companies forecast your future purchases faster than you can think – this is already creating a big part of Amazon’s business. Second, as AI-based prediction becomes more commonplace, human interpretation will become more scarce – and so will increase in value.

2: Checkout-free shopping

The ...