Our friends at Forrester have been writing about the rise of a new generation of AI-enabled consumer intelligence solutions over the past year. These solutions tap inside and outside data sources, and leverage the latest machine learning (ML) techniques to enable insights professionals to work at speed and scale and enable better decision making across the enterprise.
Most critically, these smart solutions operationalize AI, and bring its value not just to market research and customer insights groups – but to a diverse set of product, innovation, and customer service teams that are increasingly dependent on understanding (in real-time) consumer context and motivation, how they are talking about your products and brand, and even broader trends that are super important to product development, go to market, and customer love strategies.
As Forrester points out, these solutions have roots in and serve other market segments, including social listening, feedback management, customer analytics, text analytics, and insights services, and among late stage vendors in the firm’s New Tech report, only 3 are recognized as true hybrid platform/service providers, including Synthesio.
We think AICI provides a great blueprint for the future of consumer intelligence (and the role of social listening within it). But it’s more than that. The “hybrid” segment represents how most organizations need to apply AI and machine learning given the shortage of data science talent – and the need for all parties to have access to insights earlier, to move faster and capture emerging market opportunities before the competition.
Democratizing the power of AI also requires a rethinking of what data is most helpful, and how to get more actionable, accessible small data into the hands of more people, and leave the big data to machines (which are way better at dealing with it vs. humans). Interesting, this is a topic I’ve written about for almost a decade and more recently even Gartner has started to promote as well.