Imagine walking past your favourite coffee shop, and your phone beeps with a notification offering an exclusive, time-limited discount. You may not think twice and immediately enter the shop and place your order. Once you make a purchase, your data like your personal information and buying behaviour is captured embedded into AI-enabled tools. This information is then used to target and offer you products and services that you are most likely to buy.
These smart tools are called intelligent experience engines. They capture customer information and combine the data with technology and enable brands to offer personalized customer experiences. In their recent Harvard Business Review article, David C. Edelman and Mark Abraham discuss the step-by-step process of building effective intelligent experience engines along with the challenges involved in the process.