Technology presents a world of opportunity for companies to reach customers in ever more personalised and relevant ways, but success depends heavily on the strength of customer experience design.The report compares how creatives view a range of technology-driven opportunities compared to their peers working in other business functions. Creative professionals recognise the need to use technology to keep up with the increased demand for content, fuelled by the shift towards real-time personalisation. However, they may be less excited than their peers about the potential impact of AI to enhance CX. That said, it is clear from our interviews with leading brands that many creatives are pushing for change from within,keen to adapt to new customer behaviours.
2019 Digital Trends: Creativity in Focus
