Ben Goodman

So we're now through this period of AI experimentation.

I think businesses have now spent a lot of time, money, focus and teams really trying to understand what's possible.

And now getting to the point of what makes sense for us to do.

How does AI help us elevate our customer experience?

How does it help us better understand our customers?

How does it help us drive productivity?

We're seeing a lot of businesses now step back and go, right, for their experimentation that we've done, which ones actually had an impact?

And that is probably the crux of the business conversations.

Like any investment, when you go through the first hype cycles, people just throw time and resource at it to see what's possible.

Now we're getting to that period of, right, what is probable?

What is impactful?

What scales?

And how do I have to think about my organization, my customers differently as I start to bring it in as a mainstay of my organization that's really turning up in lots of different places?

Absolutely.

So if you think the transformation today is how do I get closer to my customer?

If you think about Australia, 26, 27 million people, it's not a large population.

And so brands really need to stand out, whether you're a bank or whether you're an insurance company or a retailer.

You have to make sure your brand stands out, and that involves intimacy, understanding your customer.

Number two is respect for your customer.

Privacy, consent, all those things become critical.