Across every conversation and every thought, AI dominated this year’s Future Decoded. From partner sessions to the unveiling of our exclusive report, ‘Accelerating Competitive Advantage with AI’, no one could escape the technology and how it is enabling businesses to do more.

Nothing was more clear than when I sat down with senior industry strategist Michael Plismol at Adobe to discuss the future of AI. AI-driven customer experiences that are personalized, scalable, and compelling: this is the goal, together, Microsoft and Adobe are poised to launch a joint pitch to increase collaboration.

‘Great AI requires great data,’ I told ouraudience. 

One of the biggest pieces of work Microsoft has done in the UK has been around getting that single source of truth, a source of customer data, on which we started to overlay some amazing tools and technology Some of them are from Adobe. ‘

Changing how you cooperate

But, as I said, this ‘single source of truth’ is only attainable through cooperation. It calls for teamwork between marketing and IT teams – a fact highlighted in research conducted by IDG for both of our companies. The report showed that in support of future technical needs, CIOs plan to team-up with a third of CMOs.

I explained: ‘To do this really requires a lot of collaboration in the business, not just in terms of working explicitly with the IT team, and making sure the technology roadmap, processes, stack, usage are all beautiful. Ways, but then ensuring that our vendors work and infuse and integrate into the work of our product team. All that is really needed is amazing collaboration. ‘

As you look forward to working with us, Michael agreed, ‘Technology now simply reduces everything we do and this is a fundamental shift we’ve made from boxed products to cloud products Has moved. ‘

Today, businesses need to be agile, ready to adapt to the constantly changing market.

Data driven scenario

The need for greater collaboration across disciplines is impacting: Your business, like many others, is no doubt in the demographics of your marketing teams.

This is not to say that all marketers are turning into data scientists. However, team skills are developing.

Looking at the audience, I said, ‘There is no doubt that we have seen a huge shift in demographics in the makeup of marketing teams, in terms of how data is handled and operational skills in the way marketing teams work. ‘

I continued: ‘This does not mean that marketing is no longer a creative force. It is now lined with data. It is now lined with a different mix of skill sets. ‘

On the topic of GDPR, Michael has been steadfast about its transformational effects. It is not just the responsibility of IT to treat data responsibly, but everyone in the organization. Everyone has to get things done with privacy by design. In this way I believe it has brought those teams together. ‘

Creating a true customer experience

However, this has caused more problems for many businesses – the data silos problem. The information is independently created by multiple teams, leading to redundant and repeated data. A major impact of the customer experience is when seamlessness should be the goal.

They are not talking to each other and cause frustration for the customer. This is a competitive market today, regardless of your industry, so I would encourage anyone to break those silos. The need for businesses to cooperate and realize their collective responsibility to drive these results is a condition, not an option.

Customers feel data silos. We have experienced them all as consumers,

Answering the same questions as you walk between departments, such as sales for customer service. These silos appear in many ways, all of them presenting unnecessary challenges to your customers, and wiping out your brand experience with you.

Technologies mean, more than ever, the ability of marketing, to reach customers, to get great experiences, to get new customers, to maximize the lifetime value of the customer, based on data, incredible Well done as well.