What is the customer journey of the future?
The customer journey is being redistributed between people and AI
AI use is mainstream now, but uneven, and it's reshaping the choices in front of people. Delegation grows fastest for effortful, clear, checkable, reversible tasks.
People stay involved where risk or experience matters more than outcome. The customer journey won't shorten, it will split between humans and machines, and marketers must redesign brands, data, experiences and operating models for both, then measure the impact on customer value and revenue.
People stay involved where risk or experience matters more than outcome. The customer journey won't shorten, it will split between humans and machines, and marketers must redesign brands, data, experiences and operating models for both, then measure the impact on customer value and revenue.
Original research from ACAM, supported by Adobe.
Acknowledgement of Country
At the Australian Centre for AI in Marketing (ACAM), we acknowledge the Traditional Custodians of the lands on which we live, learn, and work across Australia. We recognise their deep and enduring connection to land, waters, and culture and pay our respects to Elders past, present, and emerging. We are committed to learning from First Nations knowledge and perspectives.
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