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Artificial Intelligence, Data Protection and Ethical Implementation

By 2024, Generative Artificial Intelligence (GenAI) is expected to be in high demand, requiring guidelines for responsible and ethical use, as well as cross-disciplinary collaboration to address data security and copyright/intellectual property concerns. Using AI responsibly is crucial and clear guidelines are needed to guide implementation. Multidisciplinary teams must strike a balance between harnessing AI's potential and mitigating its risks.

As companies adopt GenAI to increase customer interaction, it becomes even more important to ensure that efforts are aligned with business goals. The emphasis is on strategic goal setting, continuous experimentation and data-driven optimization throughout the customer lifecycle. Without a strategic approach and the right objectives, AI can't be trained to achieve the best results and can instead worsen competitiveness.

At the same time, the industry is expected to move towards increased use of first-party and zero-party data, marking an important shift as third-party cookies gradually disappear. This presents publishers with a strategic opportunity to engage their audience more purposefully, improve user experience and offer more precise targeting.

Experimentation Mentality, Moment-to-Moment Marketing & Customer Center

While AI will continue to dominate the headlines, 2024 will actually be a transitional year for customer experience. It will be crucial to use advanced methods to reach customers in the moments that matter to them, which will set leading companies apart from the rest.

Businesses are faced with the task of shifting from third-party data to zero- and first-party data, leveraging actionable insights and moving away from channel-based approaches in favor of moment-based marketing. This is all redefining what customer engagement means. As expectations for data security evolve, we're seeing a shift: consumers are more willing to share information with the brands they love. A customer-centric, mobile-first approach is becoming essential, with the key being a continuous exchange that gradually increases brands' understanding of their customers over time.

Clear, creative and timely communication of value is essential to retain customers and develop brand loyalists. The challenge lies in capturing the customer's attention in the moments they actually use the app. Since most customers decide to keep or delete an app within the first two uses, the window to ensure continued use and increase customer value is short and critical. Additionally, brands must adopt an experimentation mentality to continuously optimize interactions both inside and outside the app. The more brands that embrace a culture of experimentation, the more personalized, customer-centric and engaging mobile app experiences will become, especially with the use of AR (Augmented reality), VR (Virtual reality) and NLP (Natural language processing).