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John Koetsier is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.

Here's the complete contribution:

Today, most customer journey tools are prescriptive and deductive. That won’t be the case forever.

Prescriptive and deductive journey builders ask a marketer to design experiences and routes throughout the customer journey. In a simplistic world, this works: the number of variables is low, the journey is clear and obvious, and the marketer can encompass it all mentally and transfer it into software instructions.

However, in a complex and fragmented world, this becomes more and more difficult, perhaps trending to impossible.

Where current journey builders map the journey and expect customers to follow the map, future customer journey tools will be emergent. They will watch the mobile moments. They will see app engagement, email opens, clicks, attention, requests for information, invitations to offers, store visits, event attendance, add to shopping carts, purchases, and social interactions. They will respond when prospects and customers raise their hands. They will measure what happens, when, and where.

And voila: The result, visualized over time, is the emergent customer journey. Customers are in control, marketing AI watches and responds, and marketers tune as needed.


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