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Women in UX: Åsa Andersson about Integrating AI in CX

Daria Krasovskaya
•  05.03.2024
“There's a considerable amount of skepticism surrounding AI and its potential impact on our lives. Only time will reveal the full picture, but I'm optimistic about the positive changes it will bring.“ - Åsa.

Today we’re talking with Åsa Andersson, a CX strategist, UX leader and creative visionary.

With over two decades of global experience in executive CX and UX roles, Åsa took a decisive leap last year, transitioning from her corporate tenure to launch her own consultancy. Her ambition is rooted in the fusion of omnichannel strategies and the smart application of Artificial Intelligence to elevate CX and UX.

Understanding the modern customer’s desire for brand interactions on their terms, Åsa advocates for proactive and personalized experiences across all customer touchpoints and channels. Her illustrious career has seen her in pivotal roles, such as the Head of Experience at du.ae in Dubai and as the Executive Nordic Experience Director at Publicis Sapient. There, she was instrumental in leading customer-first transformations for some world-renowned brands.

Embracing her entrepreneurial spirit, Åsa’s consulting services are now at the forefront of advising major organizations on how to craft engaging and seamless customer journeys, that solve customer issues. Her ongoing strategic omnichannel CX endeavors with Ikea and selection as a top 3% talent to join TopTal as a collaborative executive CX leader, is a testament to her exceptional skill set and innovative vision in the industry.

In this interview you’ll find Åsa’s thoughts about:

🤖 The future of AI in transforming customer experiences and digital interfaces

✅ The biggest benefits of integrating AI in CX

🤯 The challenges of integrating AI in CX

🧠 Key elements in successfully integrating AI into omnichannel strategies

💥 Åsa’s experience of transitioning from employment to entrepreneurship

…and so much more! Let’s get started!

The fusion of omnichannel strategies and the smart application of AI in CX, the future of customer experience

ai in cx, ai customer experience, generative ai in cx

What is your perspective on the future of artificial intelligence in transforming customer experiences and digital interfaces?

I’m convinced that Artificial Intelligence will fundamentally change our interaction with digital interfaces, moving us far beyond what current chatbots offer. Over time, it will weave everyday life into a predictive, integrated experience where the lines between physical and digital realms are not just blurred but completely dissolved, offering seamless transitions.

This shift heralds a profound transformation across various industries, significantly affecting our daily lives. Such an evolution is stirring the pot in every sector. Product teams are now tasked with reimagining the entire customer journey, envisioning what comes next.

AI has elevated customer expectations for seamless, personalized experiences. For leaders in customer experience design and product teams, navigating this transformation presents uncharted territory.

It's a mix of daunting challenges and thrilling opportunities.

Åsa Andersson, a CX strategist, UX leader and creative visionary.
Åsa Andersson, a CX strategist, UX leader and creative visionary.

I believe we’re on the cusp of remarkable advancements. For instance, imagine a health system capable of preventing illnesses before they even occur, rather than merely treating them. We’re already seeing significant progress in this area. I’m truly excited about shaping the exceptional customer experiences of the future.

Yet, this is also a moment for caution. It’s crucial for all customer experience (CX) designers to commit to creating ethical customer experiences that maintain complete transparency regarding data usage.

There’s a considerable amount of skepticism surrounding Artificial Intelligence and its potential impact on our lives. Only time will reveal the full picture, but I’m optimistic about the positive changes it will bring. We’re likely to witness a transformation across every industry, marked by proactive and hyper-personalized omnichannel experiences.

However, there’s an essential consideration for experience designers: it’s time to step up. If the evolution towards these new horizons is left solely in the hands of technologists, we risk encountering significant issues down the line:

  • Real connection and understanding about our customers will be compromised.
  • Bad UX and disconnected experiences will be the reality.
  • Ethical UX and data handling will be compromised.

💡Pro Tip

Curious how Ai integrates in UX Research? We’ve conducted a survey and asked UXR experts about their opinion ⬇️

Learn more in this AI in UX Research: Friends or Foe? report.

What do you consider to be the most significant benefits with integrating AI into a seamless Omnichannel Customer Experiences?

The benefits with integrating AI into a seamless Omnichannel Customer Experiences are many. In my work I am already focusing on Personalisation and consistent connections in order to drive business goals and customer satisfaction. But I feel excited about the next level.

Hyper – Personalization: AI lets us tailor the digital experience to each individual like never before. It’s not just about suggesting relevant products or services but creating an interaction that feels personally crafted for each user.

Consistent Connections: Whether customers are on a website, using an app, or in a physical store, AI can ensure their experience is fluid and connected. It’s like having a conversation that continues smoothly, no matter where it takes place..

24/7 Customer Support will be revolutionized in the very near future. It is in progress. The times of waiting in a que for 20 mins only to speak to a support representative that does not know anything of your history will soon be gone.

Continuous availability is a critical component of customer satisfaction in today’s always-on digital world. Customers expect immediate responses to their inquiries and complex issues at any time of day.

AI-powered solutions can meet this expectation around the clock. This capability not only improves the customer experience by providing instant assistance but also builds customer loyalty by demonstrating that the business is always there to support its customers, regardless of the time.

What do you think are the biggest challenges of integrating AI in CX?

There are some major hurdles of course.

The Complexity of It All: Meshing AI seamlessly into every customer interaction channel is no small feat. It’s a complex challenge, especially for businesses entrenched in older systems.

Privacy and Trust: With great data comes great responsibility. Using AI means handling a vast amount of personal information, which must be done with the utmost care for privacy and security.

Keeping the Human Element: Ensuring AI enhances rather than replaces the human connection is crucial. Customers should feel supported, not alienated, by technology. Experience people and designers must get onboard.

Bias and Equality: It’s vital to monitor AI for bias to ensure it serves everyone equally. An AI that learns from skewed amounts of customer data could perpetuate inequalities rather than eliminate them. I see this as happening a lot now.

What would you say are the key elements in successfully integrating AI into omnichannel strategies?

The foundation of designing AI-driven omnichannel experiences lies in a well-articulated customer and experience personalization strategy. This approach emphasizes starting with a deep understanding of the customer preferences, needs, and behaviors, as well as a clear vision of the desired personalized customer experience across all touch points.

It must start here not with deploying technology.

In my work, I help my customers and teams to reach analytical insights and translate them into integrated omnichannel solutions that will drive business goals.

💡Pro Tip

The key to understanding customer preferences, needs and behaviors is conducting thorough CX Research.

With the amount of research tools available nowadays, you can collect all the needed customer insights via remote platforms like UXtweak. Use our research tools to conduct customer interviews, collect feedback on your product, run customer surveys and user research!

Register for your free account and give it a try!

Leaving a big role in employment and setting up her own consultancy

ai in cx, ai customer experience, generative ai in cx

Transitioning from a corporate career to starting your own consultancy must have been a significant change. What were the key factors that drove this decision?

After 20 years in the corporate environment and leading large CX/UX strategy and design teams in London, Dubai, Copenhagen and Sweden I really felt that I wanted to try my own wings. I felt I had some expertise to offer and was, to be honest, longing for some more freedom.

I left my great big job and started up on my own about a year ago. It was probably in the worst times ever. In the middle of a recession. However, if you can succeed in the recession you know it will fly when times are changing.

It has gone really well, with some great interest in my offer that has kept me very busy. I will remain humble and grateful for what this year has given me and am of course excited about 2024. I work with predominantly large, global clients and tend to spend my time in both Sweden and Dubai. Although Sweden is my home destination. My preferred language is English and multifaceted teams.

The most exciting thing is that I have probably done my best work to date this year and I have loved every moment. I am at my happiest steering big complexity into great outcomes.

Women in UX

What do you think is the best part of being a woman in the UX/tech industry?

Being a woman is great, whether in the UX/tech industry or not(-:

In the industry, the higher up you work, it can feel lonely. Women in high up positions always feel like they have to perform twice as well as male colleagues to be seen as equals.

Åsa Andersson, a CX strategist, UX leader and creative visionary.
Åsa Andersson, a CX strategist, UX leader and creative visionary.

And often this is a reality.

Some of my past female colleagues from global environments have become very close friends because we share an understanding. I love the connections that can happen at work.

What is your message to other people in the UX industry?

Dare to get onboard. Every failure is a learning curve. Support each other.

Have fun. Life is short(-:

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