How do we make digital transformation attractive? Normally the results of using the most up to date digital technology to solve our business problems should speak for themselves, however, this isn’t always the case.
This article is for those CTO/CIOs who need a little more convincing.
Normal human nature is to be apprehensive to new processes. As an extension of this, some businesses can also view new technology as disruptions to their normal way of doing business. This is especially evident if they have previously utilised software that did not fully serve their needs.
When IBM wanted to find out how to build trust in AI tools (for their customers), they spoke to more than 30 AI scientists and leading thinkers to find out how to overcome the initial apprehension that comes with introducing automation into workplace teams. It was agreed that a greater collaborative effort is required across science, industry and government to educate people on the opportunities for business and consumers.
Most marketers have only been exposed to AI technology in an assistive format, where it is layered on top of an existing application. The limitation to such a “plug-and-play” method is that it still leaves the humans to take action. As a result, this means that when faced with the option of introducing additional tools, many organisations look through the lens of an additional expenditure on resources rather than as a long-term, cost-saving measure. This underlying negative sentiment is especially counter-productive considering the fact digital transformation is expected to be the answer to effective labour management.
So how can this apprehension be avoided? AI’s value is truly maximised with the addition of Robotic Process Automation (RPA) to take autonomous action in real-time.
Imagine you’re running a campaign with for individualised offers across multiple locations. While the base level of available software can provide insights into top performing ads, this would still require plenty of time spent manually building personalised geo-targeted landing pages based on proximity. In addition, organisations with an extensive product inventory, can also see large amounts of time spent cross-checking individual stock levels before setting ads live.
Actioning campaign optimisations on time can mean the difference between gaining the edge on the competition when customers come looking for products. The introduction of RPA implements the changes when they are needed 24/7. And the best part is… no sick days!
If you would like to learn more about adding an additional layer of AI to your current technology stack, contact us today!