Agentic AI personalizes customer experiences in real-time

In Las Vegas, a recent technology conference highlighted the rise of "agentic AI." This new form of artificial intelligence aims to offer businesses ways to personalize customer experiences in real time. For instance, it can send tailored recommendations—like fine dining deals—shortly after a customer makes a luxury purchase. According to experts, this AI collects data on consumer behavior and can anticipate what customers might want next. Shashank Sharma, a director at Adobe, explained that understanding consumer data quickly is crucial for this approach to work effectively. Filipino companies are eager to adopt agentic AI, responding to consumers' growing expectations for personalized service. PLDT, one of the largest telecommunications firms in the Philippines, plans to use these AI tools to enhance customer engagement and content creation. PLDT has allocated significant funds for investments in AI, aiming to transform itself into an "AI-native organization." This involves partnering with international firms to gain advanced skills in technology. Experts noted that it’s important for companies to ensure their branding remains consistent across different platforms. Inconsistent branding can lead to a lack of engagement and potential revenue loss. The message from the conference was clear: businesses must embrace AI and start implementing strategies even if it involves some risks. Successful early adopters could gain a significant advantage over competitors who hesitate. Adobe's CEO emphasized that this is a critical time for companies to invest in technology to improve their communication efforts.