In today’s competitive business landscape, delivering exceptional customer experiences is crucial to winning new clients and fostering long-lasting customer loyalty. Research has shown that poor customer service can cost businesses around USD 75 billion in a year and that 1 in 3 customers is likely to abandon a brand after a single negative experience. Organisations excelling at personalised customer interactions across channels have a significant market edge.
In a recent webinar with Shivram Chandrasekhar, Solutions Architect at Twilio, we delved into strategies for creating this edge. How can contact centres optimise interactions to boost cost efficiency and customer satisfaction? We discussed the pivotal role of voice in providing personalised customer experiences, the importance of balancing AI and human interaction for enhanced satisfaction, and the operational advantages of voice intelligence in streamlining operations and improving agent efficiency.
The Voice Advantage
Despite the rise of digital channels, voice interactions remain crucial for organisations seeking to deliver exceptional customer experiences. Voice calls offer nuanced insights and strategic advantages, allowing businesses to address issues effectively and proactively meet customer needs, fostering loyalty and driving growth.
There are multiple reasons why voice will remain relevant including:
- In many countries it is mandatory in several industries such as Financial Services, Healthcare, & Government & Emergency Services.
- There are customers who simply favour it over other channels – the human touch is important to them.
- It proves to be the most effective when it comes to handling complex and recurrent issues, including facilitating effective negotiations and better sales closures; Digital and AI channels cannot do it alone yet.
- Analysing voice data reveals valuable patterns and customer sentiments, aiding in pinpointing areas for improvement. Unlike static metrics, voice data offers dynamic feedback, helping in proactive strategies and personalised opportunities.
AI vs the Human Agent
There has been a growing trend towards ‘agentless contact centres’, where businesses aim to pivot away from human agents – but there has also been increasing customer dissatisfaction with purely automated interactions. A balanced approach that empowers human agents with AI-driven insights and conversational AI can yield better results. In fact, the conversation should not be about one or the other, but rather about a combination of an AI + Human Agent.
Where organisations rely on conversational AI, there must be a seamless transitioning between automated and live agent interactions, maintaining a cohesive customer experience. Ultimately, the goal should be to avoid disruptions to customer journeys and ensure a smooth, integrated approach to customer engagement across different channels.
Exploring AI Opportunities in Voice Interactions
Contact centres in Asia Pacific are looking to deploy AI capabilities to enhance both employee and customer experiences.
Using predictive AI algorithms on customer data helps organisations forecast market trends and optimise resource allocation. Additionally, AI-driven identity validation swiftly confirms customer identities, mitigating fraud risks. By automating transactional tasks, particularly FAQs, contact centre operations are streamlined, ensuring that critical calls receive prompt attention. AI-powered quality assurance processes provide insights into all voice calls, facilitating continuous improvement, while AI-driven IVR systems enhance the customer experience by simplifying menu navigation.
Agent Assist solutions, integrated with GenAI, offer real-time insights before customer interactions, streamlining service delivery and saving valuable time. These solutions automate mundane tasks like call summaries, enabling agents to focus on high-value activities such as sales collaboration, proactive feedback management, and personalised outbound calls.
Actionable Data
Organisations possess a wealth of customer data from various touchpoints, including voice interactions. Accessing real-time, accurate data is essential for effective customer and agent engagement. Advanced analytics techniques can uncover hidden patterns and correlations, informing product development, marketing strategies, and operational improvements. However, organisations often face challenges with data silos and lack of interconnected data, hindering omnichannel experiences.
Integrating customer data with other organisational sources provides a holistic view of the customer journey, enabling personalised experiences and proactive problem-solving. A Customer Data Platform (CDP) breaks down data silos, providing insights to personalise interactions, address real-time issues, identify compliance gaps, and exceed customer expectations throughout their journeys.
Considerations for AI Transformation in Contact Centres
- Prioritise the availability of live agents and voice channels within Conversational AI deployments to prevent potential issues and ensure immediate human assistance when needed.
- Listen extensively to call recordings to ensure AI solutions sound authentic and emulate human conversations to enhance user adoption.
- Start with data you can trust – the quality of data fed into AI systems significantly impacts their effectiveness.
- Test continually during the solution testing phase for seamless orchestration across all communication channels and to ensure the right guardrails to manage risks effectively.
- Above all, re-think every aspect of your CX strategy – the engagement channels, agent roles, and contact centres – through an AI lens.
Ecosystm research shows that customer engagement is emerging as the main beneficiary of AI implementations in Malaysia with 44% of AI investments being led by CX/Marketing/Sales teams.
Explore the key trends that are transforming the Malaysian technology landscape and stay tuned for more data-backed insights on Southeast Asia’s tech markets.
In my last Ecosystm Insight, I spoke about the importance of data architecture in defining the data flow, data management systems required, the data processing operations, and AI applications. Data Mesh and Data Fabric are both modern architectural approaches designed to address the complexities of managing and accessing data across a large organisation. While they share some commonalities, such as improving data accessibility and governance, they differ significantly in their methodologies and focal points.
Data Mesh
- Philosophy and Focus. Data Mesh is primarily focused on the organisational and architectural approach to decentralise data ownership and governance. It treats data as a product, emphasising the importance of domain-oriented decentralised data ownership and architecture. The core principles of Data Mesh include domain-oriented decentralised data ownership, data as a product, self-serve data infrastructure as a platform, and federated computational governance.
- Implementation. In a Data Mesh, data is managed and owned by domain-specific teams who are responsible for their data products from end to end. This includes ensuring data quality, accessibility, and security. The aim is to enable these teams to provide and consume data as products, improving agility and innovation.
- Use Cases. Data Mesh is particularly effective in large, complex organisations with many independent teams and departments. It’s beneficial when there’s a need for agility and rapid innovation within specific domains or when the centralisation of data management has become a bottleneck.
Data Fabric
- Philosophy and Focus. Data Fabric focuses on creating a unified, integrated layer of data and connectivity across an organisation. It leverages metadata, advanced analytics, and AI to improve data discovery, governance, and integration. Data Fabric aims to provide a comprehensive and coherent data environment that supports a wide range of data management tasks across various platforms and locations.
- Implementation. Data Fabric typically uses advanced tools to automate data discovery, governance, and integration tasks. It creates a seamless environment where data can be easily accessed and shared, regardless of where it resides or what format it is in. This approach relies heavily on metadata to enable intelligent and automated data management practices.
- Use Cases. Data Fabric is ideal for organisations that need to manage large volumes of data across multiple systems and platforms. It is particularly useful for enhancing data accessibility, reducing integration complexity, and supporting data governance at scale. Data Fabric can benefit environments where there’s a need for real-time data access and analysis across diverse data sources.
Both approaches aim to overcome the challenges of data silos and improve data accessibility, but they do so through different methodologies and with different priorities.
Data Mesh and Data Fabric Vendors
The concepts of Data Mesh and Data Fabric are supported by various vendors, each offering tools and platforms designed to facilitate the implementation of these architectures. Here’s an overview of some key players in both spaces:
Data Mesh Vendors
Data Mesh is more of a conceptual approach than a product-specific solution, focusing on organisational structure and data decentralisation. However, several vendors offer tools and platforms that support the principles of Data Mesh, such as domain-driven design, product thinking for data, and self-serve data infrastructure:
- Thoughtworks. As the originator of the Data Mesh concept, Thoughtworks provides consultancy and implementation services to help organisations adopt Data Mesh principles.
- Starburst. Starburst offers a distributed SQL query engine (Starburst Galaxy) that allows querying data across various sources, aligning with the Data Mesh principle of domain-oriented, decentralised data ownership.
- Databricks. Databricks provides a unified analytics platform that supports collaborative data science and analytics, which can be leveraged to build domain-oriented data products in a Data Mesh architecture.
- Snowflake. With its Data Cloud, Snowflake facilitates data sharing and collaboration across organisational boundaries, supporting the Data Mesh approach to data product thinking.
- Collibra. Collibra provides a data intelligence cloud that offers data governance, cataloguing, and privacy management tools essential for the Data Mesh approach. By enabling better data discovery, quality, and policy management, Collibra supports the governance aspect of Data Mesh.
Data Fabric Vendors
Data Fabric solutions often come as more integrated products or platforms, focusing on data integration, management, and governance across a diverse set of systems and environments:
- Informatica. The Informatica Intelligent Data Management Cloud includes features for data integration, quality, governance, and metadata management that are core to a Data Fabric strategy.
- Talend. Talend provides data integration and integrity solutions with strong capabilities in real-time data collection and governance, supporting the automated and comprehensive approach of Data Fabric.
- IBM. IBM’s watsonx.data is a fully integrated data and AI platform that automates the lifecycle of data across multiple clouds and systems, embodying the Data Fabric approach to making data easily accessible and governed.
- TIBCO. TIBCO offers a range of products, including TIBCO Data Virtualization and TIBCO EBX, that support the creation of a Data Fabric by enabling comprehensive data management, integration, and governance.
- NetApp. NetApp has a suite of cloud data services that provide a simple and consistent way to integrate and deliver data across cloud and on-premises environments. NetApp’s Data Fabric is designed to enhance data control, protection, and freedom.
The choice of vendor or tool for either Data Mesh or Data Fabric should be guided by the specific needs, existing technology stack, and strategic goals of the organisation. Many vendors provide a range of capabilities that can support different aspects of both architectures, and the best solution often involves a combination of tools and platforms. Additionally, the technology landscape is rapidly evolving, so it’s wise to stay updated on the latest offerings and how they align with the organisation’s data strategy.
CX leaders in Australia are actively refining their customer and employee strategies. Due to high contact centre operational costs, outsourcing to countries like the Philippines, Fiji, and South Africa has gained popularity. However, compliance issues restrict some organisations from outsourcing. Despite cost constraints, elevating customer experience (CX) through AI, self-service, and digital channels remains crucial. High agent attrition also highlights the need to enhance employee experience (EX).
Meeting these challenges has prompted organisations to assess AI and automation solutions to enhance efficiency, cut costs, and improve EX. Australian CX teams hold extensive data from diverse applications, underscoring the need for a robust data strategy – that can provide deeper insights into customer journeys, proactive service, improved self-service options, and innovative customer engagement.
Here are 5 ways organisations in Australia can achieve their CX objectives.
Download ‘Australian CX Dynamics: Balancing Cost, Compliance, and Employee Experience‘ as a PDF.
#1 Prioritise Omnichannel Orcheshtration
Customers want the flexibility to select a channel that aligns with their preferences – often switching between channels – prompting organisations to offer more engagement channels.
Aim for unified customer context across channels for deeper customer engagement.
Coordinating all channels ensures consistent experiences for customers, with CX teams and agents accessing real-time information across channels. This boosts key metrics like First Call Resolution (FCR) and reduces Average Handle Time (AHT).
It is important not to overlook voice when crafting an omnichannel strategy. Despite digital growth, human interaction remains crucial for complex inquiries and persistent challenges. Context is vital for understanding customer needs, and without it, experiences suffer. This contributes to long waiting times, a common customer complaint in Australia.
#2 Eliminate Data Silos
Despite having access to customer information from multiple interactions, organisations often struggle to construct a comprehensive customer data profile capable of transforming all available data into actionable intelligence.
A Customer Data Platform (CDP) can eliminate data silos and provide actionable insights.
- Identify behavioural trends by understanding patterns to personalise interactions.
- Spot real-time customer issues across channels.
- Uncover compliance gaps and missed sales opportunities from unstructured data.
- Look at customer journeys to proactively address their needs and exceed expectations.
#3 Embed AI into CX Strategies
The emergence of GenAI and Large Language Models (LLMs) has thrust AI into the spotlight, promising to humanise its capabilities. However, there’s untapped potential for AI and automation beyond this.
Australian organisations are primarily considering AI to address key CX priorities: enhancing efficiency, cutting costs, and improving EX.
Agent Assist solutions offer real-time insights before customer interactions, improving CX and saving time. Integrated with GenAI, these solutions automate tasks like call summaries, freeing agents to focus on high-value activities such as sales collaboration, proactive feedback management, personalised outbound calls, and skill development. Predictive AI algorithms go beyond chatbots and Agent Assist solutions, leveraging customer data to forecast trends and optimise resource allocation.
#4 Keep a Firm Eye on Compliance
Compliance in contact centres is more than just a legal requirement; it is core to maintaining customer trust and safeguarding brand’s reputation.
Maintaining compliance in contact centres is challenging due to factors such as the need to follow different industry guidelines, constantly changing regulatory environment, and the shift to hybrid work.
Organisations should focus on:
- Limiting individual stored data
- Segregating data from core business applications
- Encrypting sensitive customer data
- Employing access controls
- Using multi-factor authentication and single sign-on systems
- Updating security protocols consistently
- Providing ongoing training to agents
#5 Implement New Technologies with Ease
Organisations often struggle to modernise legacy systems and integrate newer technologies, hindering CX transformation.
Delivering CX transformation while managing multiple disparate systems requires a platform that can integrate desired capabilities for holistic CX and EX experiences.
A unified platform streamlines application management, ensuring cohesion, unified KPIs, enhanced security, simplified maintenance, and single sign-on for agents. This approach offers consistent experiences across channels and early issue detection, eliminating the need to navigate multiple applications or projects.
Capabilities that a platform should have:
- Programmable APIs to deliver messages across preferred social and messaging channels.
- Modernisation of outdated IVRs with self-service automation.
- Transformation of static mobile apps into engaging experience tools.
- Fraud prevention across channels through immediate phone number verification APIs.
Ecosystm Opinion
Organisations in Australia must pivot to meet customers on their terms, and it will require a comprehensive re-evaluation of their CX strategy.
This includes transforming the contact centre into an “Intelligent” Data Hub, leveraging intelligent APIs for seamless customer interaction management; evolving agents into AI-powered brand ambassadors, armed with real-time insights and decision-making capabilities; and redesigning channels and brand experiences for consistency and personalisation, using innovative technologies.
AI systems are creating huge amounts of data at a rapid rate. While this flood of information is extremely valuable, it is also difficult to analyse and understand. Organisations need to make sense of these large data sets to derive useful insights and make better decisions. Data visualisation plays a pivotal role in the interpretation of complex data, making it accessible, understandable, and actionable. Well-designed visualisation can translate complex, high-dimensional data into intuitive, visually appealing representations, helping stakeholders to understand patterns, trends, and anomalies that would otherwise be challenging to recognise.
There are some data visualisation methods that you are using already; and some that you definitely should master as data complexity increases and there is more demand from business teams for better data visualisation.
Download Common Data Visualisation Methods as a PDF
Add These to Your Data Visualisation Repertoire
There are additional visualisation tools that you should be using to tell a better data story. Each of these visualisation techniques serves specific purposes in data analysis, offering unique advantages for representing data insights.
Waterfall charts depict the impact of intermediate positive and negative values on an initial value, often resulting in a final value. They are commonly employed in financial analysis to illustrate the contribution of various factors to a total, making them ideal for visualising step-by-step financial contributions or tracking the cumulative effect of sequentially introduced factors.
Advantages:
- Sequential Analysis. Ideal for understanding the cumulative effect of sequentially introduced positive or negative values.
- Financial Reporting. Commonly used for financial statements to break down the contributions of various elements to a net result, such as revenues, costs, and profits over time.
Box and Whisker Plots summarise data distribution using a five-number summary: minimum, first quartile (Q1), median, third quartile (Q3), and maximum. They are valuable for showcasing data sample variations without relying on specific statistical assumptions. Box and Whisker Plots excel in comparing distributions across multiple groups or datasets, providing a concise overview of various statistics.
Advantages:
- Distribution Clarity. Provide a clear view of the data distribution, including its central tendency, variability, and skewness.
- Outlier Identification. Easily identify outliers, offering insights into the spread and symmetry of the data.
Bullet charts, a bar graph variant, serve as a replacement for dashboard gauges and meters. They showcase a primary measure alongside one or more other measures for context, such as a target or previous period’s performance, often incorporating qualitative ranges like poor, satisfactory, and good. Ideal for performance dashboards with limited space, bullet charts efficiently demonstrate progress towards goals.
Advantages:
- Compactness. Offer a compact and straightforward way to monitor performance against a target.
- Efficiency. More efficient than gauges and meters in dashboard design, as they take up less space and can display more information, making them ideal for comparing multiple measures.
Conclusion
Each data visualisation type has its unique strengths, making it better suited for certain types of data and analysis than others. The key to effective data visualisation lies in matching the visualisation type to your data’s specific needs, considering the story you want, to tell or the insights you aim to glean. Choosing the right data representation helps you to make informed decisions that enhance your data analysis and communication efforts.
Incorporating Waterfall Charts, Box and Whisker Plots, and Bullet Charts into the data visualisation toolkit allows for a broader range of insights to be derived from your data. From analysing financial data, comparing distributions, to tracking performance metrics, these additional types of visualisation can communicate complex data stories clearly and effectively. As with all data visualisation, the key is to choose the type that best matches the organisation’s data story, making it accessible and understandable to the audience.
The White House has mandated federal agencies to conduct risk assessments on AI tools and appoint officers, including Chief Artificial Intelligence Officers (CAIOs), for oversight. This directive, led by the Office of Management and Budget (OMB), aims to modernise government AI adoption and promote responsible use. Agencies must integrate AI oversight into their core functions, ensuring safety, security, and ethical use. CAIOs will be tasked with assessing AI’s impact on civil rights and market competition. Agencies have until December 1, 2024, to address non-compliant AI uses, emphasising swift implementation.
How will this impact global AI adoption? Ecosystm analysts share their views.
Click here to download ‘Ensuring Ethical AI: US Federal Agencies’ New Mandate’ as a PDF.
The Larger Impact: Setting a Global Benchmark
This sets a potential global benchmark for AI governance, with the U.S. leading the way in responsible AI use, inspiring other nations to follow suit. The emphasis on transparency and accountability could boost public trust in AI applications worldwide.
The appointment of CAIOs across U.S. federal agencies marks a significant shift towards ethical AI development and application. Through mandated risk management practices, such as independent evaluations and real-world testing, the government recognises AI’s profound impact on rights, safety, and societal norms.
This isn’t merely a regulatory action; it’s a foundational shift towards embedding ethical and responsible AI at the heart of government operations. The balance struck between fostering innovation and ensuring public safety and rights protection is particularly noteworthy.
This initiative reflects a deep understanding of AI’s dual-edged nature – the potential to significantly benefit society, countered by its risks.
The Larger Impact: Blueprint for Risk Management
In what is likely a world first, AI brings together technology, legal, and policy leaders in a concerted effort to put guardrails around a new technology before a major disaster materialises. These efforts span from technology firms providing a form of legal assurance for use of their products (for example Microsoft’s Customer Copyright Commitment) to parliaments ratifying AI regulatory laws (such as the EU AI Act) to the current directive of installing AI accountability in US federal agencies just in the past few months.
It is universally accepted that AI needs risk management to be responsible and acceptable – installing an accountable C-suite role is another major step of AI risk mitigation.
This is an interesting move for three reasons:
- The balance of innovation versus governance and risk management.
- Accountability mandates for each agency’s use of AI in a public and transparent manner.
- Transparency mandates regarding AI use cases and technologies, including those that may impact safety or rights.
Impact on the Private Sector: Greater Accountability
AI Governance is one of the rare occasions where government action moves faster than private sector. While the immediate pressure is now on US federal agencies (and there are 438 of them) to identify and appoint CAIOs, the announcement sends a clear signal to the private sector.
Following hot on the heels of recent AI legislation steps, it puts AI governance straight into the Boardroom. The air is getting very thin for enterprises still in denial that AI governance has advanced to strategic importance. And unlike the CFC ban in the Eighties (the Montreal protocol likely set the record for concerted global action) this time the technology providers are fully onboard.
There’s no excuse for delaying the acceleration of AI governance and establishing accountability for AI within organisations.
Impact on Tech Providers: More Engagement Opportunities
Technology vendors are poised to benefit from the medium to long-term acceleration of AI investment, especially those based in the U.S., given government agencies’ preferences for local sourcing.
In the short term, our advice to technology vendors and service partners is to actively engage with CAIOs in client agencies to identify existing AI usage in their tools and platforms, as well as algorithms implemented by consultants and service partners.
Once AI guardrails are established within agencies, tech providers and service partners can expedite investments by determining which of their platforms, tools, or capabilities comply with specific guardrails and which do not.
Impact on SE Asia: Promoting a Digital Innovation Hub
By 2030, Southeast Asia is poised to emerge as the world’s fourth-largest economy – much of that growth will be propelled by the adoption of AI and other emerging technologies.
The projected economic growth presents both challenges and opportunities, emphasizing the urgency for regional nations to enhance their AI governance frameworks and stay competitive with international standards. This initiative highlights the critical role of AI integration for private sector businesses in Southeast Asia, urging organizations to proactively address AI’s regulatory and ethical complexities. Furthermore, it has the potential to stimulate cross-border collaborations in AI governance and innovation, bridging the U.S., Southeast Asian nations, and the private sector.
It underscores the global interconnectedness of AI policy and its impact on regional economies and business practices.
By leading with a strategic approach to AI, the U.S. sets an example for Southeast Asia and the global business community to reevaluate their AI strategies, fostering a more unified and responsible global AI ecosystem.
The Risks
U.S. government agencies face the challenge of sourcing experts in technology, legal frameworks, risk management, privacy regulations, civil rights, and security, while also identifying ongoing AI initiatives. Establishing a unified definition of AI and cataloguing processes involving ML, algorithms, or GenAI is essential, given AI’s integral role in organisational processes over the past two decades.
However, there’s a risk that focusing on AI governance may hinder adoption.
The role should prioritise establishing AI guardrails to expedite compliant initiatives while flagging those needing oversight. While these guardrails will facilitate “safe AI” investments, the documentation process could potentially delay progress.
The initiative also echoes a 20th-century mindset for a 21st-century dilemma. Hiring leaders and forming teams feel like a traditional approach. Today, organisations can increase productivity by considering AI and automation as initial solutions. Investing more time upfront to discover initiatives, set guardrails, and implement AI decision-making processes could significantly improve CAIO effectiveness from the outset.
Despite financial institutions’ unwavering efforts to safeguard their customers, scammers continually evolve to exploit advancements in technology. For example, the number of scams and cybercrimes reported to the police in Singapore increased by a staggering 49.6% to 50,376 at an estimated cost of USD 482M in 2023. GenAI represents the latest challenge to the industry, providing fraudsters with new avenues for deception.
Ecosystm research shows that BFSI organisations in Asia Pacific are spending more on technologies to authenticate customer identity and prevent fraud, than they are in their Know Your Customer (KYC) processes.
The Evolution of the Threat Landscape in BFSI
Synthetic Identity Fraud. This involves the creation of fictitious identities by combining real and fake information, distinct from traditional identity theft where personal data is stolen. These synthetic identities are then exploited to open fraudulent accounts, obtain credit, or engage in financial crimes, often evading detection due to their lack of association with real individuals. The Deloitte Centre for Financial Services predicts that synthetic identity fraud will result in USD 23B in losses by 2030. Synthetic fraud is posing significant challenges for financial institutions and law enforcement agencies, especially with the emergence of advanced technologies like GenAI being used to produce realistic documents blending genuine and false information, undermining Know Your Customer (KYC) protocols.
AI-Enhanced Phishing. Ecosystm research reveals that in Asia Pacific, 71% of customer interactions in BFSI occur across multiple digital channels, including mobile apps, emails, messaging, web chats, and conversational AI. In fact, 57% of organisations plan to further improve customer self-service capabilities to meet the demand for flexible and convenient service delivery. The proliferation of digital channels brings with it an increased risk of phishing attacks.
While these organisations continue to educate their customers on how to secure their accounts in a digital world, GenAI poses an escalating threat here as well. Phishing schemes will employ widely available LLMs to generate convincing text and even images. For many potential victims, misspellings and strangely worded appeals are the only hint that an email from their bank is not what it seems. The maturing of deepfake technology will also make it possible for malicious agents to create personalised voice and video attacks.
Identity Fraud Detection and Prevention
Although fraudsters are exploiting every new vulnerability, financial organisations also have new tools to protect their customers. Organisations should build a layered defence to prevent increasingly sophisticated attempts at fraud.
- Behavioural analytics. Using machine learning, financial organisations can differentiate between standard activities and suspicious behaviour at the account level. Data that can be analysed includes purchase patterns, unusual transaction values, VPN use, browser choice, log-in times, and impossible travel. Anomalies can be flagged, and additional security measures initiated to stem the attack.
- Passive authentication. Accounts can be protected even before password or biometric authentication by analysing additional data, such as phone number and IP address. This approach can be enhanced by comparing databases populated with the details of suspicious actors.
- SIM swap detection. SMS-based MFA is vulnerable to SIM swap attacks where a customer’s phone number is transferred to the fraudster’s own device. This can be prevented by using an authenticator app rather than SMS. Alternatively, SIM swap history can be detected before sending one-time passwords (OTPs).
- Breached password detection. Although customers are strongly discouraged to reuse passwords across sites, some inevitably will. By employing a service that maintains a database of credentials leaked during third-party breaches, it is possible to compare with active customer passwords and initiate a reset.
- Stronger biometrics. Phone-based fingerprint recognition has helped financial organisations safeguard against fraud and simplify the authentication experience. Advances in biometrics continue with recognition for faces, retina, iris, palm print, and voice making multimodal biometric protection possible. Liveness detection will grow in importance to combat against AI-generated content.
- Step-up validation. Authentication requirements can be differentiated according to risk level. Lower risk activities, such as balance check or internal transfer, may only require minimal authentication while higher risk ones, like international or cryptocurrency transactions may require a step up in validation. When anomalous behaviour is detected, even greater levels of security can be initiated.
Recommendations
- Reduce friction. While it may be tempting to implement heavy handed approaches to prevent fraud, it is also important to minimise friction in the authentication system. Frustrated users may abandon services or find risky ways to circumvent security. An effective layered defence should act in the background to prevent attackers getting close.
- AI Phishing Awareness. Even the savviest of customers could fall prey to advanced phishing attacks that are using GenAI. Social engineering at scale becomes increasingly more possible with each advance in AI. Monitor emerging global phishing activities and remind customers to be ever vigilant of more polished and personalised phishing attempts.
- Deploy an authenticator app. Consider shifting away from OTP SMS as an MFA method and implement either an authenticator app or one embedded in the financial app instead.
- Integrate authentication with fraud analytics. Select an authentication provider that can integrate its offering with analytics to identify fraud or unusual behaviour during account creation, log in, and transactions. The two systems should work in tandem.
- Take a zero-trust approach. Protecting both customers and employees is critical, particularly in the hybrid work era. Implement zero trust tools to prevent employees from falling victim to malicious attacks and minimising damage if they do.
As AI evolves rapidly, the emergence of GenAI technologies such as GPT models has sparked a novel and critical role: prompt engineering. This specialised function is becoming indispensable in optimising the interaction between humans and AI, serving as a bridge that translates human intentions into prompts that guide AI to produce desired outcomes. In this Ecosystm Insight, I will explore the importance of prompt engineering, highlighting its significance, responsibilities, and the impact it has on harnessing AI’s full potential.
Understanding Prompt Engineering
Prompt engineering is an interdisciplinary role that combines elements of linguistics, psychology, computer science, and creative writing. It involves crafting inputs (prompts) that are specifically designed to elicit the most accurate, relevant, and contextually appropriate responses from AI models. This process requires a nuanced understanding of how different models process information, as well as creativity and strategic thinking to manipulate these inputs for optimal results.
As GenAI applications become more integrated across sectors – ranging from creative industries to technical fields – the ability to effectively communicate with AI systems has become a cornerstone of leveraging AI capabilities. Prompt engineers play a crucial role in this scenario, refining the way we interact with AI to enhance productivity, foster innovation, and create solutions that were previously unimaginable.
The Art and Science of Crafting Prompts
Prompt engineering is as much an art as it is a science. It demands a balance between technical understanding of AI models and the creative flair to engage these models in producing novel content. A well-crafted prompt can be the difference between an AI generating generic, irrelevant content and producing work that is insightful, innovative, and tailored to specific needs.
Key responsibilities in prompt engineering include:
- Prompt Optimisation. Fine-tuning prompts to achieve the highest quality output from AI models. This involves understanding the intricacies of model behaviour and leveraging this knowledge to guide the AI towards desired responses.
- Performance Testing and Iteration. Continuously evaluating the effectiveness of different prompts through systematic testing, analysing outcomes, and refining strategies based on empirical data.
- Cross-Functional Collaboration. Engaging with a diverse team of professionals, including data scientists, AI researchers, and domain experts, to ensure that prompts are aligned with project goals and leverage domain-specific knowledge effectively.
- Documentation and Knowledge Sharing. Developing comprehensive guidelines, best practices, and training materials to standardise prompt engineering methodologies within an organisation, facilitating knowledge transfer and consistency in AI interactions.
The Strategic Importance of Prompt Engineering
Effective prompt engineering can significantly enhance the efficiency and outcomes of AI projects. By reducing the need for extensive trial and error, prompt engineers help streamline the development process, saving time and resources. Moreover, their work is vital in mitigating biases and errors in AI-generated content, contributing to the development of responsible and ethical AI solutions.
As AI technologies continue to advance, the role of the prompt engineer will evolve, incorporating new insights from research and practice. The ability to dynamically interact with AI, guiding its creative and analytical processes through precisely engineered prompts, will be a key differentiator in the success of AI applications across industries.
Want to Hire a Prompt Engineer?
Here is a sample job description for a prompt engineer if you think that your organisation will benefit from the role.
Conclusion
Prompt engineering represents a crucial evolution in the field of AI, addressing the gap between human intention and machine-generated output. As we continue to explore the boundaries of what AI can achieve, the demand for skilled prompt engineers – who can navigate the complex interplay between technology and human language – will grow. Their work not only enhances the practical applications of AI but also pushes the frontier of human-machine collaboration, making them indispensable in the modern AI ecosystem.
AI has become a business necessity today, catalysing innovation, efficiency, and growth by transforming extensive data into actionable insights, automating tasks, improving decision-making, boosting productivity, and enabling the creation of new products and services.
Generative AI stole the limelight in 2023 given its remarkable advancements and potential to automate various cognitive processes. However, now the real opportunity lies in leveraging this increased focus and attention to shine the AI lens on all business processes and capabilities. As organisations grasp the potential for productivity enhancements, accelerated operations, improved customer outcomes, and enhanced business performance, investment in AI capabilities is expected to surge.
In this eBook, Ecosystm VP Research Tim Sheedy and Vinod Bijlani and Aman Deep from HPE APAC share their insights on why it is crucial to establish tailored AI capabilities within the organisation.
