Customer Engagement Summit Milan 2017: Adam Field

Adam Field, Head of Technology Innovation, Pegasystems, delivered the keynote address at Pega’s Customer Engagement Summit in Milan by exploring what some of the world’s most admired brands have in common. He set out the three factors that make them all ‘Future Empowered’: they leverage technology to revolutionise customer engagement, they drive operational efficiencies, and they respond rapidly to market conditions. He noted that digital technologies are now proliferating, and that there will be an enormous increase in the number of channels through which customers will wish to interact with a business. Adam argued that AI (artificial intelligence) can allow a business to personalise every single one of those interactions.