ZOOM SUMMIT
from text and voice. This helps brands refine customer journeys by routing heated inquiries to empathetic agents and defusing frustration through virtual assistants’ compassionate responses. AI also enables greater personalisation by creating customer micro-segments informed by data like past purchases, demographics and channel preferences. Gareiss cited the example of a home goods retailer using AI to align web recommendations with customers’ store browsing history. Better Agent Tools Improve Employee Experience While AI empowers self-service options, speaker Jason Averbook of Mercer stressed it also makes human agents more effective. Contact centre AI can surface relevant knowledge, propose responses, guide cross- selling and analyse calls to improve scripts and training.
Rademaker noted the European Union recently published its Artificial Intelligence Act, though compliance guidance remains under development. She emphasised the importance of companies proactively addressing risks themselves to build trust and preempt stricter policy interventions.
CONTINUED
Keynotes
Unify Disparate Data for More Accurate AI
Averbook stressed that before deploying AI, companies must get their data house in order. He warned that “garbage in, garbage out” truisms apply more than ever with AI. Even advanced algorithms falter on fragmented, outdated or dirty data. To fuel accurate AI, businesses must integrate siloed data and decide on metadata standards. They also need frameworks for continuously monitoring data quality and bridging gaps. Data governance is a prerequisite for impactful AI. Averbook also cautioned companies against letting departments or business units implement AI randomly without coordination. This will breed confusion and inefficiency. AI success requires unifying data and executive vision. Reaching Potential The insights shared at Zoom’s 2023 World Transformation Summit make one thing clear: realising AI’s immense potential requires judicious governance and pragmatic adoption. Maintaining realistic expectations, prioritising high-impact use cases, centralising quality data and embracing responsible AI principles are imperative. With careful oversight and change management, AI can drive tremendous efficiency gains, facilitate more meaningful customer and employee interactions, and unlock new sources of value. However, organisations must approach these powerful technologies thoughtfully. By implementing AI in focused, ethical ways that augment human capabilities, businesses can fully capitalise on AI’s benefits while building trust and mitigating risks. If this balanced mindset takes hold, AI may truly transform work for the better.
Robin Gareiss
By quickly providing agents with recommendations during customer
interactions, AI allows them to demonstrate greater expertise and empathy. Agents feel more fulfilled and customers enjoy more positive brand experiences. However, Averbook noted contact centres should frame AI tools around enhancing human strengths versus replacing agents. Change management and continuous training are essential to help employees adopt emerging capabilities. AI works best when presented as an augmenting asset rather than a threat. Develop Responsible AI Guidelines Presenter Nancy Rademaker, author of “Artificial Intelligence for Talent Leaders,” spotlighted key ethical considerations as organisations pursue AI initiatives. Those are, mitigate bias by staffing diverse AI teams and auditing algorithms regularly, protecting privacy by de-identifying data and enabling opt-outs, uphold transparency by explaining when and how AI gets used, maintain accountability by assigning oversight roles, and lastly aligning AI with company values and avoid harmful use cases.
Jason Averbook
Watch the sessions from the Zoom 2023 World Transformation Summit
Nancy Rademaker
46
Powered by FlippingBook