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  "documentTitle": "2022 Global Marketing Trends",
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      "text": "We believe the answer is to optimize artificial intelligence (AI) within the customer experience—achieving harmony between human tasks and machine capabilities.",
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      "text": "Consider VMware, a global business-to-business technology company. From providing more tailored recommendations to customers around timely security updates to better equipping customer call center employees with clearer guidance, AI is changing how VMware holistically delivers on the customer experience. And chief marketing officer (CMO) Carol Carpenter makes a point that \"it's meant to supplement our technical advisors and customer success folks, not replace them.\"",
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      "text": "Ideally, brands would use AI to embed data insights throughout the customer journey to produce the most relevant offers. For an extra layer of personalization, AI can serve as an \"agent-assist\": When powered with human-centered design, AI can provide service representatives with relevant information as they serve customers to help the latter make the right decision.",
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      "text": "Often, brands use AI solutions to focus on a particular piece of customer service, such as using data to identify timely offers. However, when AI is embedded with purpose and planning into critical parts of the entire experience—producing timely offers and providing relevant insights to contact centers—it can create a more holistic customer service solution. So, instead of treating AI and contact centers as siloed investments, each with its narrow purpose, marketers should aim to create a more integrated machine-human handoff to better serve customers and support employees.",
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      "text": "However, AI isn't enough. For instance, a self-service chatbot without live service may convey to the customer that the company prioritizes cost savings over helpfulness. That's where the human side of contact centers comes in. Employing customer agents as part of a dynamic experience serves a twofold purpose for brands: It embeds humanity within their customer journey and creates an opportunity to expand the view of customer service beyond the point of sale.",
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      "text": "A dynamic experience for customers means delivering the assistance and information they need, whenever, wherever, and however they want it. One prong of this is the utilization of AI that has enabled brands to deliver more personalized and creative marketing material and helped predict customer behavior. Designing and deploying an AI strategy that assists customers in their moment of need may be the most effective way to ensure the right offers meet customers at any point in their customer journeys.",
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      "text": "Take a typical customer interaction from one global travel and hospitality company with a reputation for fantastic customer service. AI and integrated data immediately let the service agent know the customer's travel itinerary, where they may have had trouble completing a booking on the site, what in-person experiences or outings they plan to attend during their travel, and—after addressing the customer's issue—provide a cross-sell or upsell opportunity, if appropriate.",
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