target audience: TECH BUYER Publication date: Mar 2024 - Document type: IDC Perspective - Doc Document number: # US51932924
Generative and Predictive AI Use Cases for Customer Data Platforms
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Abstract
This IDC Perspective discusses the role of customer data platforms (CDPs) in enhancing customer experiences and the increasing use of generative AI (GenAI) and predictive AI in these platforms. It highlights the importance of CDPs in resolving data fragmentation and lag and the growing digital business landscape. The document also explores various use cases of predictive AI and GenAI in CDPs, emphasizing their impact on customer engagement, personalization, and business outcomes. The document concludes with advice for technology buyers considering CDPs integrated with AI.
"Generative AI enhances CDPs by automating tasks, providing real-time insights, and optimizing customer experiences," said David Wallace, research director, Customer Data and Analytics at IDC. "Combining generative and predictive AI together can improve customer loyalty and trust while also increasing productivity for CDP users in marketing and other customer-facing roles."