Using AI Pragmatically, with Randy Mercer, Chief Product Officer at 1WorldSync
Mistaken Identity
Balancing Security and Convenience in Customer Interactions
Exploring the delicate balance between security and convenience in user interactions, focusing on login and interaction experiences with brands. The chapter emphasizes the importance of maintaining security while simplifying user experiences and highlights the value of progressive profiling in enhancing customer trust.
Matt interviews Randy Mercer, Chief Product Officer at 1WorldSync. 1WorldSync is the leader in product content orchestration: they simplify the creation and distribution of impactful content that’s accurate, consistent and relevant everywhere commerce happens. Randy talks about using AI to power seamless, quick, and safe online interactions while maintaining transparency with your customers.
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Key Quotes:
“When you look at the aspects of keeping content current, that's really innate to what we've done as a business for many years in taking content from a brand and moving it to a retailer or distributor that needs it to run their business. And what we learned is that a lot of brands are challenged with that. They don't have some of the content or they're just not very good at managing it in such a way that it is kept fresh, accurate, complete as related to what the retailers and distributors are looking for. So, long ago, we started adding solutions to our portfolio that were very much aimed at helping the brands fill those deficiencies in terms of content creation and content management and then ultimately distribution.”
“One of the things that we continue to evolve and refine is our understanding of the demographics that, number one, that content is going to serve. But then, number two, the personas and the demographics of the folks that interact with that content in a couple of different contexts. And one of them is really that consumer interaction. When we look at the solutions that we have that produce that content that really are going to be consumer facing and empower a digital experience, we have a number of sets of analytics that relate to different areas of that content that are all intended to understand, what is the interaction rate of the consumer?”
“That's where we're finding more applications for AI: just in that reconciliation and that cross checking and the QA exercises that go along with it. So for us you don't necessarily see it and it's not that exciting to talk about but that's where we're going to get more value out of it. And give more value to our customers.”
“It's a direct interaction with the consumer, but you don't need to know very much about that guy, right? How do you make it as easy as possible for that guy to write a review, yet still understand enough about who that person is that you can do some sentiment analysis later that's going to be helpful from a demographic perspective? Those are just two varying ends of the scale in terms of how we have to think about how much or how deep we're learning about that consumer and the implications of that. And where we can just not have to go that deep and, uh, and make it a little bit easier. And as you mentioned, just frictionless for the, for the consumer.”
“As we've started to add some of these more consumer facing, uh, elements to our portfolio, it's really forced us to step back and just go all the way to the beginning and think about how can we do all of that in a different way, knowing that eventually the consumer is impacted, right? So it's just forced us to be much more consumer centric about how we think about the whole process, you know, and what, and that process we call product content orchestration, right?”
“Today I spend just a ton of my time with some of those enterprise level customers on both sides of the fence, both manufacturer and retail. And that's what I'm there to learn is, what should I be doing to service them a little bit better and just make their lives easier, which is ultimately what I'm here for.”
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Time stamps:
00:52 - About 1WorldSync
03:27 - How to build a great digital strategy
06:19 - Building up customer profiles
07:56 - Finding applications for AI
19:46 - Maintaining a user-centric approach
21:43 - Driving innovation
23:46 - Recent tech trends
33:58 - How to drive conversions
35:27 - Quick hits
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