A propósito de "Customer Experience in the Age of AI":
"brands can win by tapping a deep store of customer information to transform and personalize user experiences. From the pre-internet dawn of segment-of-one marketing to the customer journey of the digital era, personalized customer experiences have unequivocally become the basis for competitive advantage. Personalization now goes far beyond getting customers’ names right in advertising pitches, having complete data at the ready when someone calls customer service, or tailoring a web landing page with customer-relevant offers. It is the design target for every physical and virtual touch-point, and it is increasingly powered by AI.
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We are now at the point where competitive advantage will derive from the ability to capture, analyze, and utilize personalized customer data at scale and from the use of AI to understand, shape, customize, and optimize the customer journey."
Recordei o que li em "The Data Detective" de Tim Harford:
"The algorithms that analyze big data are trained using found data that can be subtly biased.
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One thing is certain. If algorithms are shown a skewed sample of the world, they will reach a skewed conclusion.
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There are some overtly racist and sexist people out there—look around—but in general what we count and what we fail to count is often the result of an unexamined choice, of subtle biases and hidden assumptions that we haven’t realized are leading us astray.
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Big found datasets can seem comprehensive, and may be enormously useful, but “N = All” is often a seductive illusion: it’s easy to make unwarranted assumptions that we have everything that matters. We must always ask who and what is missing. And this is only one reason to approach big data with caution. Big data represents a huge and underscrutinized change in the way statistics are being collected, and that is where our journey to make the world add up will take us next."
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