Covering Disruptive Technology Powering Business in The Digital Age

Written By: Jay Sanderson, Senior Product Marketing Manager for Digital Experience, Progress

Generative artificial intelligence (AI) was all the rage in 2023 and there are no signs that it is a fad that will fade soon. While much of the attention is on applications like ChatGPT and its ability to generate huge amounts of text with human-like comprehensibility, these comprise just the tip of the proverbial iceberg when it comes to AI’s implications.

But AI’s many use cases are only half of what will make it a must-have for businesses this year. As more enterprises make AI an integral part of their digital experiences, those who are unable to do so risk falling behind the competition.

Artificial Intelligence and Seamless User Experiences

One example of a field being transformed by AI is that of conversational interfaces. Through the combination of natural language processing (NLP) and large language models (LLMs), chatbots are evolving from being script-based to intelligent conversational agents. It is likely that the performance of chat bots will soon be measured by their ability to comprehend natural language, understand context, and provide tailored user experiences.

A hindrance to the impact of chat bots, at least in Southeast Asia, is that the LLMs powering it are trained on Western-based data sets, reducing its comprehension of languages and dialects in the region, as well as context and nuance. But all of this can change if Singapore’s initiative to develop the first LLM for Southeast Asia‘s multiple regional languages is successful.

Artificial Intelligence’s role in software is also undergoing a significant shift. LLMs are now being leveraged to generate entire lines of code faster than what is humanly possible and ease developers’ workloads significantly.

This makes it easier to come up with new apps, optimise websites, program chat bots, and other ways to enhance user experiences. Artificial Intelligence is no longer just an augmentative feature but a core component of product value as it plays a crucial role in enhancing user experiences.

Content personalisation is also undergoing a transformation as it shifts from static, demographic-based targeting to dynamic content strategies that adapt in real time to each user’s context. This transformation demands more agile content management workflows capable of keeping up with the instantaneous nature of user interactions.

The persistence of hybrid work will be another impetus for businesses to revise their customer journey mappings as the boundaries between digital and physical realms continue to blur. For instance, a survey by EY found that 78 percent Singaporean employers support having their employees report to the office no more than once a week. This makes it urgent for organisations to integrate innovative forms of digital engagement that can effectively supplement or even replace traditional physical touchpoints.

Addressing Concerns about AI Use

With AI assuming more organisational responsibilities, ethical considerations will move to the forefront of corporate governance. Addressing fears of AI misuse will become paramount, not just to comply with evolving regulatory frameworks, but to ensure consumer confidence and protect brand reputation. Ethical oversight of AI will transition from being a specialised focus to a broader imperative across industries, prioritising transparency, fairness, and accountability.

Similarly, customer data platforms (CDPs) will emerge as critical business tools as data privacy regulations in countries like Singapore and Malaysia are becoming more stringent and aligning closer to guardrails in the EU and the US. Companies that offer CDPs with robust compliance frameworks will not only navigate the regulatory maze more nimbly but can also leverage compliance as a competitive edge.

Edge Computing’s Relevance Will Continue to Rise

Hyper-personalised content and experiences are only half the battle in winning customers and market share in the age of AI. Delivering these experiences when needed is equally crucial when all the competitors are leveraging their own AI solutions.

Under these circumstances, edge computing will serve as the deciding factor as the definitive facilitator for enabling real-time, seamless, and hyper-personalised experiences. The decentralised processing of data reduces latency and costs, complementing the personalisation of user interactions with timely responsiveness.

Artificial Intelligence Will Be Integral to Digital Experiences in 2024

As organisations utilise AI to deliver seamless user experiences, consumer tolerance for friction is expected to decrease. This will create a cycle which will continually push up consumer expectations for seamless user experiences and leave enterprises that do not utilise AI at a disadvantage.

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