Human+AI: discover your digital twin

Last week we closed the CX Summit EMEA 2024.

First of all, I want to give a huge thank you to everyone who participated, in person or virtually, and the team behind the scenes who worked tirelessly to deliver an exceptional show. It takes a village of people that you see on stage and in the audience, but also coordinators, project managers, AV technicians, graphic designers, marketers, catering and a dozen other tasks to put everything together so that when the lights go down in the venue and the music plays, everything is perfect.

So thanks!

Resonance between human and AI

Since 2020, we’ve focused the theme of CX Summit EMEA on what’s happening in the world right now. Let’s be honest, we’ve had an “interesting” few years: COVID, mass digitization of everything, hybrid working, war in Ukraine and now the Middle East, energy crisis, etc. Global imperatives that CX teams have been forced to respond to, adapt to, and adjust to. This year, we wanted to do something different. Yes, generative AI is all the rage, but rather than anchoring our event in what needs to be done today, we wanted to place it in the context of what a generative AI-powered future might look like. Judging by the buzz of conversations and comments on social media, the theme resonated.

We have outlined three key transformations that will shape a genAI-powered future:

• Conversational work. The ability to communicate with large data sets in natural language.
• Conversational experiences. The ability to talk to brands and transact in natural language.
• Conversational autonomy. The ability to allow intelligent agents to interact and even perform transactions on your behalf.

Meet your digital twin

In her recent blog, my colleague Stephanie Liu introduced you to your digital double. We define a digital double as:

A digital twin is a consumer-owned, algorithm-driven agent that interacts with brands on behalf of the consumer, using the consumer’s information. preferences And context to signal to a brand’s algorithm how to tailor digital results and experiences to meet consumer needs goals and values.

In other words: What do I want? Where am I? What am I trying to accomplish? What is important to me?

We believe that the future we have mapped out in our human+AI journey will evolve in three phases:

• The first is the AI ​​assistant. These are experiences that answer questions and teach us what we ask.
• Next comes the agent. As we build trust and algorithms learn more about our preferences, as they begin to understand our motivations, our goals, and the reservations we have about our experiences, they will begin to understand the mental models we hold when we interact with the world. Agents will begin to suggest better answers to questions we haven’t even asked, or guide us toward better ways of doing things.
• Finally, we will see empowerment. As we reach the stage where the algorithm of you becomes autonomous, armed with your preferences, your payment authority, the ability to transact on your behalf and the ability to learn, your digital twin will interact with brands on your behalf.

Trust is the Rosetta Stone

All this raises the question: what entity am I addressing? Who am I addressing? trust Own my algorithm? Big tech? Meta? Apple? Amazon? Your bank? The government? Sovereign digital entities? What walled gardens will they create? How will they, or even interact? These are questions we will continue to ask ourselves as we continue our research in this area.

More information will follow, but in the warm hope of a successful event, thanks again to all who contributed to its success. See you next year?