Laura Urquizu is the CEO of Red Points, a company that uses AI-based data protection services.
In my view, one of the best ways organizations can approach a given problem space is by leveraging the myriad of data they collect every day. Data analytics comes to mind, of course — crunching a sea of data to find correlations and insights we can use to make a process better. How then do we decide what to do with those insights? You develop and train machine learning models to make more accurate, unbiased decisions based on the available data.
Numerous companies provide website plugins to track a visitor's clicks and actions, analyze them to intuit intention, and determine, for example, what content, advertisement, or offer to display next. Going beyond that, today's most successful e-commerce sites also use AI/ML to personalize each shopper's experience, like the order and presentation that will most likely result in another click or a purchase.
No matter how important customer experience is, however, it is a mistake to believe it is the only operational area that can be transformed using technologies like these. After all, today's enterprise amasses data about more than just customers and orders. Your company, product, and delivery must broadly innovate — and all these happen on the backend.
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