AI and Strategy

Strategic Decisions Vs Tactical Decisions. Point solutions vs strategic solutions

Point solutions

The strength of a Point Solution is also its weakness: the tech only solves one problem.

In a similar way, many Marketing Vendors use AI for Next Best “Offer” recommendations. Indeed most applications of AI focus on narrow “sells” related use-cases.

However, what if the customer is not interested in buying a product? What if the customer requires a service call or SMS for their delayed delivery? What if the customer has recently received poor service and requires a proactive retention e-mail of reassurance – with a discount voucher? AI geared towards next best offers would not help in these scenarios.

Driving strategy

So can AI drive strategy? Can it pivot from Sales to Retention to Service use-cases based on the customers circumstances with little or no human intervention?

No.

Why?

Strategy is guided by company objectives and the human experience.