This panel discussion featuring Loek Berendsen (Bold Rethink). Sheila Berman, (Brenntag) and Amit Garg (Google) delved into the transformative power of data and AI in enhancing customer experiences, particularly within the dynamic Southeast Asian market. The conversation highlighted opportunities, challenges, and future trends in personalisation and digitisation.

Opportunities and Challenges:

• Increased Data Availability: The panelists noted a growing comfort among consumers in sharing data, driven by the adoption of digital tools like QR codes. This presents opportunities for businesses to gather valuable customer insights.
• Regional Nuances: Southeast Asia's diverse cultures and languages pose challenges for personalization. AI plays a crucial role in adapting products and services to local nuances.
• Rising Scams: The increasing sophistication of AI-generated scams necessitates robust security measures and data privacy regulations.
• Super App Integration: The prevalence of super apps in Southeast Asia creates unique opportunities for cross-industry integration and personalized experiences.
• Data Governance: The importance of clean, well-managed data and robust data governance tools was emphasized.

Key Insights:

• Data-Driven Personalisation:
  • Integrating data from various platforms and ensuring data consistency is essential.
  • AI-driven predictive analytics can forecast buying patterns and recommend relevant products.
  • Human interaction, particularly from sales teams, remains crucial for gathering feedback and building customer relationships.
• AI in Supply Chain:
  • AI-powered predictive demand planning and forecasting can significantly improve accuracy.
  • Route optimisation and scenario planning are other areas where AI can enhance supply chain efficiency.
  • End to end data flow from point of sale to the factory floor is very important.
• Overcoming Legacy Systems:
  • Businesses should prioritise data cleaning and integration, even with legacy systems.
  • Starting with targeted AI use cases and gradually expanding is a practical approach.
  • Breaking down data silos and fostering collaboration across teams is essential.
• AI and Automation:
  • Distinguishing between automation and AI is crucial.
  • AI models require high-quality data to avoid inaccuracies and "hallucinations."
  • Data privacy and ethical considerations are paramount.

Future Trends:

• Multimodal Integration: The panelists envisioned a future where AI seamlessly integrates with various apps and services, automating tasks and providing hyper-personalized experiences.
• Hyper-Localisation: AI will enable businesses to tailor experiences to individual towns, villages, and even individuals.
• AI as a Default: AI will transition from an on-demand tool to a default option, acting as a personal assistant.

Key Takeaways:

• Data and AI are powerful tools for enhancing customer experiences, but they require careful implementation and ethical considerations.
• Data governance and integration are essential for unlocking the full potential of AI.
• Human interaction and feedback remain crucial in the age of AI.
• The future of customer experience lies in hyper-personalization and seamless integration.