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MWC19 – the dawn of intelligent CX

Unleash agile content with creative tech

Every year, I ponder what the themes will be at MWC. On reflection, in 2018, I was a year ahead of myself – with AI. This is the year of intelligent connectivity (aka AI). Looking back on 2018, we were buried in digital content and an interactive experience for Nokia, themed around AI. That made me think AI would be the rage. In the end, IoT (Internet of Things or Internet of Everything) became the mantra. AI is the next chapter in the IoT narrative. 

Hence, it’s a safe bet that MWC19 intelligent applications and systems will be the focus. AI is infiltrating every walk of life. 

AI will power 95% of customer interactions by 2025 Source: CMS Wire

I attended a workshop on marketing automation, recently. Enlightening. In permission-based marketing ecosystems, AI is being used to personalise messages and the type of content delivered, by monitoring an individual’s behaviour over time. 

What does that mean in practical terms?  It means we can determine, in advance, an individual’s likely receptiveness to a campaign or creative concept. The AI will flag, based on an individual’s previous receptiveness to different types of communication, whether the language used needs to be technical, colloquial, provocative, serious, humorous, short-form or long-form. The AI will determine whether you should rely on text or video to get your message across, and so on.

Imagine this same marketing automation applied to the exhibition CX. Facial detection technology could identify a person’s presence, and then adapt dynamic signage and messaging in a booth to the themes and emotional triggers, known to engage that individual. It may sound far-fetched but if it enhances the customer experience, these intelligent booth experiences, will be the way forward. 

12 ecosystems will account for $60 trillion of global GDP by 2025 Source: McKinsey & Company

And given 5G is all about intelligent connectivity and real time interaction, this year expect experiences to focus on three themes:

1.    CX– how technology will provide seamless connectivity and real time, personalised interaction that enriches the customer experience

2.    Ecosystem as king– the past few years we’ve seen MWC morph from telco to the broader connected economy, with car brands, financial services, smart home, healthcare and wellbeing brands, present. This year, we’ll see more focus on the ecosystems being created from different technologies, applications and data analytics, to reinvent these sectors. 

3.    Security and ethics– the intelligent, hyper-connected world pivots on Trust. Security and transparency will be key for the consumer to be comfortable sharing their behavioural  data, for AI to make sense of and transform CX.

So, starting this year and going forward, when it comes to exhibit design we should see a shift away from the big bang, visual extravaganza towards creative use of technology that gives the visitor a more seamless, enriching and personalized experience.

Andrew Reid

Andrew Reid

Author: Andrew Reid is a director at Shelton Fleming Associates – CX experts in how B2B brands engage senior level audiences, through live experiences and immersive, digital content.

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