Building a relationship with the customer
Hyper-personalization is one of the hottest topics and strategic themes in today’s consumer market, Bakhshi says. “If you look at sports and apparel companies or big retailers, it’s all about building a relationship with the customer as a segment. That’s why consumer products companies should embrace AI: it’s the only way to get a factual understanding of your customers.”
Take the example of health apps from sports companies, which collect data on sports behavior. Thanks to AI, this data can be linked and compared. “A model can then generate personalized advice, for example on the best nutrition for you, based on your habits, behavior, tastes and activities,” says Bakhshi. This is already the case for athletes from a major Dutch football club and a Dutch professional cycling team. “Retailers, fashion companies, health companies and of course technology companies are involved,” says Bakhshi. “This is the start of a whole new ecosystem that brings together different companies, made possible by AI.”
