Transforming digital experiences: Insights from industry experts on the power of AI

Artificial Intelligence (AI) is revolutionising the way brands interact with their customers, creating highly personalised and engaging experiences. In a recent panel discussion, industry leaders Abhijeet Singh, Director of Digital Transformation at Cipla, Roger Conelly, Chief Product Officer at Sitecore, and Sheetal Jain, Chief Technology Officer at Horizontal Digital, shared their expert insights on harnessing the power of AI for better customer experiences. Here are the key takeaways from their enlightening conversation:

Realising one-to-one personalization

• AI tools are bridging the gap to make true one-to-one personalization a reality. By analysing vast amounts of data, AI can tailor customer experiences to individual preferences and behaviours, creating more engaging and relevant interactions. This level of personalization is crucial for brands looking to stand out in a crowded market.

Cipla's use of Sitecore

• Cipla, a leading healthcare provider, exemplifies the transformative power of AI and advanced platforms. Using Sitecore, Cipla aims to deliver seamless browsing experiences for their customers, particularly doctors who require quick and easy access to information. Despite facing challenges in minimising the time to produce and publish complex content, Cipla is leveraging AI to streamline these processes and ensure timely, relevant information reaches its audience.

The evolution of experience platforms

• Sheetal Jain added, "They are moving away more from a physical interaction with the customer and going more digital." This shift underscores the industry's movement towards digital channels for customer engagement, facilitated by AI-driven personalization strategies.

Content management and engagement strategies

• Roger Connolly discussed the evolution of experience platforms towards hyper-personalization, noting, "We're getting to a point where true one-to-one personalization is actually not a fantasy. Customers expect very tailored experiences that anticipate their needs." He emphasised the critical role of content, stating, "Content is our game. We've created the content management category with our world-leading product, Content Hub. The experience itself is an expression of content; it activates the content, driving engagement with the customer."

Tackling content management challenges

• Efficient content management is a significant challenge for many companies. The complexity and volume of content required for personalised experiences can be overwhelming. Cipla, for instance, is utilising AI for content generation and device training for their asthma inhalers, although medical AI remains under scrutiny. To tackle these challenges, companies need a robust content strategy and continuous education on new technologies.

A strategic approach to content

• Separating content from presentation layers was highlighted as a key strategy. This separation allows for scalable and reusable content that can be displayed across multiple channels without extensive reformatting. AI can automate repetitive tasks and improve decision-making processes, increasing productivity while maintaining high-quality content standards. For AI to be effective, a solid data strategy is essential, ensuring data is clean, accurate, and readily available.

Best practices for Sitecore implementations

• Connolly emphasised the importance of conceptualising Sitecore implementations to promote flexibility and future success. He advocates moving customizations out of the core engine and towards an API-based approach. This method ensures better adaptability and easier updates, preparing the platform for evolving business needs and technological advancements. Staying skeptical yet open to new technologies, and adopting API-based solutions, are key for future-proofing.

Key takeaways

• AI-Driven Personalization: AI tools are essential for achieving true one-to-one personalization. By leveraging AI, brands can create tailored experiences that resonate with individual customers.
• Efficient Content Management: Developing strategies to efficiently manage and publish complex content is crucial. Education and continuous learning about new technologies maximise the benefits of AI.
• Separation of Content and Presentation: Separating content from presentation layers allows for scalable and reusable content. This approach enhances flexibility and ensures content can be easily adapted for different channels.
• Cipla's Success with Sitecore: Cipla's use of Sitecore underscores the importance of seamless browsing experiences and quick content publishing, serving as a model for other organisations.
• Flexible Sitecore Implementations: Adopting an API-based approach for Sitecore customizations promotes better flexibility and prepares organisations for future technological changes.

The panel discussion underscored the transformative power of AI in shaping digital customer experiences. By focusing on efficient content management, leveraging AI for personalization, and implementing flexible platforms like Sitecore, brands can significantly enhance their customer interactions. Companies like Cipla demonstrate that the strategic use of AI and advanced technologies leads to seamless, personalised, and highly engaging customer experiences.