Artificial Intelligence (AI) is transforming Marketing, Sales, and Customer Care, making the omnichannel Customer Experience more personalized and efficient. This was the focus of the conference “AI-powered Omnichannel: The New Frontiers of Customer Experience” organized by the Omnichannel Customer Experience Observatory on November 28.
2024 Analysis: significant progress in the omnichannel maturity of Italian companies
The 2024 analysis highlighted notable advancements in the omnichannel maturity of Italian companies, with increases in the OCX Index across all clusters, particularly for the most advanced companies in the "Committed" cluster (+0.7%). Meanwhile, the “In Progress” and “Advanced” clusters also showed growth, with a rise of 4% and 1%, respectively. Conversely, the "Tactician" cluster—representing companies that take a more tactical and less integrated approach to omnichannel strategies—saw a 6% decline, reflecting a slowdown in investments in less structured approaches. Fashion and Retail lead the digital transformation, followed by Telco, Utility, and GDO (Large-Scale Distribution), while sectors such as Banking, FMCG, and Industrial Goods still require greater innovation. Despite challenges faced by less integrated companies, the data confirms a growing commitment toward more structured and high-performing omnichannel strategies.
DAM (Digital Asset Management) as a strategic lever for OCX
Among the highlights of the conference was the presentation by Giuliana Dusi, CMO of GMDE, who emphasized the importance of MarTech solutions, particularly DAM (Digital Asset Management), as a key technology for the success of omnichannel strategies. By centralizing digital assets and integrating them into corporate systems, DAM enables workflow optimization, improves operational efficiency, and ensures sustainable management of digital resources. Additionally, DAM evolves alongside corporate strategies, offering flexibility and fostering a more integrated, customer-centric approach.
The strategic OCX approach of companies
The most advanced companies in omnichannel strategies leverage technologies like Data Lakes and CDPs (Customer Data Platforms) alongside metrics such as NPS (Net Promoter Score) to personalize interactions and optimize processes and engagement. Progress is driven by significant investments, managerial changes, and a strong inclination to experiment with new solutions, often in international contexts.
A crucial focus is placed on skills development: 75% of companies have launched training programs to integrate AI into processes and promote cultural changes that enhance operational efficiency and customer experience.
The role of observatories and round tables
The conference, organized by the Observatory of the School of Management at Politecnico di Milano, brought together experts and leading companies through workshops and round tables to discuss strategies and innovations in the use of AI and MarTech. GMDE, a long-standing partner of the Observatories, actively contributed to key areas such as Omnichannel Customer Experience , Tavolo di Lavoro Customer Experience nel B2B, Digital Content e Innovazione digitale nelle PMI.
Toward a data-driven and omnichannel future
Investing in solutions such as DAM and AI is not just a strategic choice but a necessity for Italian companies aiming to remain competitive and sustainable. With the support of advanced tools and omnichannel integration, the future of Customer Experience is increasingly data-driven, personalized, and efficiency-oriented. Contact us to learn more!
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