Leading digital businesses are already securing significant advances in their use of AI for everyday dealings with customers.

In only a few years, it’s likely that most interactions will be based on voice and augmented or virtual-reality interactions. 

Of course, using AI interfaces as the primary source of interaction needs to strike a balance between offering ‘cool’ features customers value and safeguarding against intrusions that turn customers off.

This reinforces the need to give customers a degree of control that goes beyond channel preferences to provide a deeper understanding of how and when communications take place. It means that the ‘right time’ rather than ‘real time’ becomes the key attribute they will respond to.