Presenter: Suneel Grover
As brands continue to explore and stress-test mechanisms for deriving actionable insight, AI trust is an emerging trend. The hype of martech innovation continues to soar, and every technology vendor is claiming to bolster the customer experience with ML and AI. At the intersection of data, analytics and marketing, acting on moments of significance between a brand and a customer matter. Is all AI built the same? No. Yet every vendor is pitching it. It isn't enough to capture and store first -, second-, third- and zero-party customer data. Feeding this data into automated or custom models helps serve the marketer's mandate with analytic scores, but still falls short on potential. To gain a competitive advantage, organizations must implement decisioning engines enhanced by model governance, AI bias detection and insights triggered by real-time customer behavior events contextualized by forward-thinking CDP capabilities with a ModelOps mentality. Lean in and look closely, and it becomes obvious that all AI is not built the same. Welcome to the era of next best experiences as brands try new approaches to experiment with personalizing products, offers and actions. In this session, we will highlight how SAS is removing adoption challenges to connect innovation from data science to martech use cases. If trust is critical when using analytics effectively, this is the moment where customer experience projects lift off for success or crash.
