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Why the winners of the AI era won't necessarily be the companies with the best technology—but the ones that understand customers well enough to create demand before demand exists.
For decades, the division of responsibilities within retail ecosystems was relatively straightforward. Manufacturers developed products. Sales organizations sold those products into retail. Retailers were responsible for creating demand, serving consumers, and ultimately selling products to end customers.
Over the past decade, companies have invested heavily in digital capabilities. They have built e-commerce teams, expanded analytics functions, implemented customer data platforms, introduced marketing automation systems, and more recently invested heavily in Artificial Intelligence. At the same time, a new assumption has quietly emerged across many organizations:
For the past two years, the business world has been obsessed with Artificial Intelligence. Every conference talks about it, every board discusses it, every software provider integrates it, and virtually every organization is trying to understand how AI will change its business. The pace of progress has been extraordinary – and increasingly, it is becoming clear that AI is far more than another productivity tool.
CUSTOMER-CENTRIC STRATEGY FOR GROWTH.
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