Human+AI: Meet Your Digital Double
Last week we wrapped up Forrester's CX Summit EMEA 2024.
Firstly I have to say a massive thanks to everyone who attended, both in-person and virtually, as well as to the team behind the scenes that worked tirelessly to put on a great show. It takes a village of people who you see on stage and front of house, but also of coordinators, project managers, AV techs, graphics, marketing, catering and a dozen other jobs to bring everything together so when the house lights dim and the music plays, its all good.
So, thank you!
Human+AI Resonated
Since 2020 we’ve focused the theme of CX Summit EMEA on what’s going on in the world right now. Lets face it, we’ve had an “interesting” few years – COVID, massive digitization of everything, hybrid work, war in Ukraine and now the Middle East, energy crisis, and so on. Global imperatives that CX teams have been forced to react to, roll with and adapt to. This year we wanted to do something different. Yes, generativeAI is hot, but rather than rooting our event in what to do today, we wanted to frame it against a backdrop of what a genAI powered future might look like. Judging by the buzz of conversation and the social media comments, the theme resonated.
We outlined three key transformations that will shape a genAI powered future:
Meet Your Digital Double
In her recent blog, my colleague Stephanie Liu introduced you to your digital double. We define a digital double as:
A digital double is a consumer-owned, algorithmically driven agent. It interacts with brands on the consumer’s behalf, using the consumer’s preferences and context to signal to a brand’s algorithm how to tailor outputs and digital experiences based on the consumer’s goals and values.
In other words: What do I want? Where am I? What am I trying to achieve? What’s important to me?
We think the future we laid out in our human+AI journey will evolve over three phases:
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Trust is the Rosetta Stone
All this begs the question what entity am I asking? Who do I trust to own the algorithm of me? Big tech? Meta? Apple? Amazon? Your bank? The government? Sovereign digital entities? What walled gardens will they create? How will they, or even will they inter-operate? All questions we will continue to ask as we continue our research in this space.
More to come, but in the warm afterglow of a successful event, thank you again to everyone who helped make it a success. See you next year?
Want to know more? Human+AI: Meet Your Digital Double (forrester.com)
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Marketing @Forrester
3 个月Kye Cousins