‘AI Is Not A Light Switch:’ How Sprint Used AI To Personalize To Millions, Boost Clickthrough to 30%, And Improve Conversions 14%
Artificial intelligence is a wonderful thing. But perhaps contrary to popular opinion it’s not a miracle cure or instant fix.
The dirty little secret of AI?
It takes time — and sometimes a lot of time to get right. Perhaps even a year.
Rob Roy, the chief digital officer of Sprint, embarked on that journey over 12 months ago. Recently I interviewed him to learn how Sprint is using AI to personalize content and customer journeys for millions … and significantly boosting sales.
John Koetsier: What were your initial goals?