2022 brought us many surprises, one of which was the emergence of artificial intelligence (AI) as a creative instrument. Companies are now looking to use AI to provide an on-demand customer experience in 2023. AI will be used to support digital interactions, understand customer sentiment and emotion, and optimize customer paths. Additionally, data governance and security will be at the forefront of concerns, and the metaverse will gain momentum.
Data privacy issues are becoming increasingly complex, and companies must be able to manage first-party data while collecting valuable zero-party data. Monetizing data requires strong data governance and security processes to avoid penalties. To engage in the metaverse, companies must integrate data, technology, decisioning, and content, as well as be able to build customer trust.
All of these trends are a result of the continuing evolution of technology, a focus on emerging issues, and the consumer zeitgeist. We must always remember that no matter how predictable things may seem, the future always holds surprises.
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Martech 2023: Three Trends to Expect
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