"AI isn't a cost-cutting tool. It's a revenue multiplier. Yet too many companies are stuck asking how AI can help them run leaner with fewer people, faster processes, lower costs. That question won't unlock exponential growth. The better one is: How can AI help us grow faster, sell more, and drive new revenue streams? Yes, cost savings will deliver marginal gains. But accelerated and/or new revenue unlocks step-change impact."
"This application is where AI shines brightest, not just in showing the right product, but in reshaping the entire customer journey to determine what matters most to each individual consumer. By analyzing live signals around intent, recency, device, geography, and behavioral patterns, AI models can decide which action, message, or product is most relevant at any given moment. Instead of relying on static customer profiles, AI is powering dynamic prioritization based on signal density, predicted value, and likelihood to act."
AI delivers its greatest value by driving revenue growth rather than primarily reducing costs. Cost savings provide marginal gains, while accelerated or new revenue creates step-change impact. High-leverage AI applications transform commercial outcomes by enabling new capabilities that are better, faster, and more intelligent. Personalized customer journeys use live signals—intent, recency, device, geography, and behavior—to prioritize actions, messages, and products for each individual. Checkout becomes a monetization engine when AI dynamically surfaces add-ons, bundles, warranties, or services at peak intent. Dynamic decisioning optimizes choices in real time to increase conversion, lifetime value, and monetization.
Read at Fast Company
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