The cloud, artificial intelligence and blockchain technology are technologies that IBM highlights in a context where consumers matter. With that in mind, Marcelo Spaziani, Vice President of Sales for IBM America, shared with Cointelegraph en Español an analysis of the trend these technologies are setting.
According to a study by the IBM Institute for Business Value Sustainability and digital purchases determine the consumption pattern. Globally, 54% of consumers are willing to change their consumption habits to help the environment, and 58% of those surveyed believe that they will be shopping digitally for the holidays.
It is believed that new forms of consumption will require greater flexibility to adapt to an increasingly sophisticated, global and digital consumer. And there is Technologies like artificial intelligence, blockchain and cloud can help the entire industry embark on this accelerated path of digital transformation with the end user at the center of the strategy.
With that in mind, Marcelo Spaziani stated that Artificial Intelligence can be used for hyper connected users who Blockchain can help provide information about environmental impactsand that the cloud can be a tool to organize product availability.
Details of how new technologies can serve
1. Artificial intelligence to target new hyperconnected users
“The experience a company offers is just as important today as its products and services. An AI-based virtual assistant is able to interact with the end customer via the internet, social networks or the phone and guide them on paths that lead to the solution of their question or to complete the purchase of their order and increase satisfaction personalized experiences anytime and anywhere, ”explained Spaziani.
As an example, he cited that the Brazilian Association of Bars and Restaurants (Abrasel) created AVA, an IBM Watson virtual assistant, to answer questions about administration, legislation and the food market outside the home.
“AVA offers more than 10,000 questions and answers – each with 500 topics and up to 30 variations – to answer customer questions. This helps even entrepreneurs who are thinking of opening their business and starting with industry-proven and well-founded information.” stressed.
2. Blockchain to inform consumers about the environmental impact of products
It is estimated that 9 in 10 Latin American millennials consider environmental impact in at least some of their purchasing decisions.
“”Blockchain provides a single source of product information, and most importantly, real-time information about brands’ sustainability practices, so that consumers can make informed purchasing decisions when, for example, they are purchasing a food item.Said Spaziani
In this context, he recalled that El Ordeño had joined the IBM Food Trust to monitor its dairy products and to inform the end user.
“With a QR code printed on the packaging, consumers can learn the route of their product, the manufacturer, the quality centers, cold chains and distribution centers as well as the chain’s sustainability practices. until you come to your table, ”he explained.
3. The cloud to ensure that products are available
One of the trends emerging from social distancing is a 50% increase in online purchases in Latin America. This can be done through cellphone, computer, food applications, and supermarket delivery, among other things.
Spaziani pointed out that the hybrid and multicloud cloud architecture helps companies share information quickly so that consumers can access the applications, data and information they need in real time.
“For example, Burger King developed the TOP (People Oriented Technology) cognitive assistant to provide information to its 18,000+ employees on their mobile devices by interacting with questions and answers about IBM Watson, all available on IBM Cloud. With a hybrid cloud and multicloud architecture, access to the IBM Cloud in the BK-IT environment guarantees the rapid exchange of information in order to provide answers in real time, ”he explained.
Traditional approaches need to change
In summary, the IBM manager said that traditional approaches to meeting customer needs will not be able to meet the demands of a more demanding, digital and socially responsible customer who prefers to change a brand or product because it is not sustainable is.
“This scenario requires companies to accelerate their digital transformation and incorporate cutting-edge technologies into their customer-centric strategy to promote shopping experiences that meet the needs of an empowered consumer and anticipate the demands of the future,” he said.
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