Data and AI go hand in hand
As AI is constantly developing and new capabilities become everybody's property, control of data is essential. This is why control of data has highest priority in Egmont’s e-commerce businesses.
In Egmont, our e-commerce companies in Story House Egmont have a united data platform with many benefits: smarter decision-making, new revenue streams, and better customer service. Philip Eriksson, head of Story House Egmont’s e-commerce data team, and his colleagues are combining data and AI to stay ahead of the competition.
“What sets our companies apart from many others is that we have great control of our data and use it in the best possible way in creating better offers and better prices tailored to the customer. Control of data is really the key ingredient to harness the benefits of AI”, Philp Eriksson says.
To Philip Eriksson, AI is an integrated part of working in Story House Egmont’s e-commerce data team.
“We use AI from both an operational perspective and from a customer experience perspective. As an example, how do we tailor the best possible offerings to the right customers? Here we use AI to do better segmentation and better offerings,” Phillip Eriksson explains.
He expects both the customer experience and the way customers interact with our companies will be enhanced with AI in the future – both through chats and in the search experience and findability on our webpages. And he encourages others to start using AI.
“The best advice I have when it comes to AI is just to get started. Don’t overthink where to start. Just get started and set aside time to be able to explore and try things out. That’s really the first thing you need to do,” Philip Eriksson stresses.