As a certified New Product Development Professional 2012 to 2015, License #11136 and as an NPDP trainer during the same period, I was fascinated by the “living“ body of knowledge on Innovation/ New Product Development from PDMA.

The knowledge with several examples from the field research of scores of NPD practitioners who make up the not-for-profit PDMA is expansive and very educative for innovators. What I particularly like is the knowledge on the Strategy process area – specifically on defining Innovation Strategy in alignment with the Business Strategy to build systemic innovation capability in organizations.

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Customer Engagement is the key to a brand’s success and can be only achieved when brands understand the customer needs, interests and respond to them in real-time through right resources and using right technology. Artificial Intelligence has changed the way brands interact with their customers. Digital experience facilitated by Artificial Intelligence allows customers to be present everywhere in this omni-channel world.

In 2011, during the Gartner Customer 360 Summit, it was predicted that, “By 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.”

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With the advent of Artificial Intelligence, the marketing operations space is evolving every day. It is typical that marketers focus on creating campaigns that are customer-oriented and technology-based. Artificial Intelligence technology can be used to create targeted marketing campaigns, in addition to helping the marketing team make informed decisions through Data Analytics.

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