Introducing: The RAISE Alliance

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Barbara Eigner

With the introduction of chatbots like OpenAI's ubiquitous ChatGPT, artificial intelligence (AI) has already ingrained itself in our daily lives. This also unveiled new opportunities for brands to engage with their customers. With this advancement comes responsibility, and it's up to organizations to ensure AI is used in a way that is advantageous to society.

That's why we're excited to introduce you to the RAISE Alliance. RAISE stands for Responsible AI Stewardship and Education, and the Alliance is an independent initiative dedicated to the goal of advancing AI use that is open and inclusive.

Responsible AI Stewardship and Education

As AI becomes increasingly prevalent, we aim to educate marketers on the latest developments, best practices, and ethical considerations of AI. The RAISE Alliance facilitates discussion and knowledge-sharing among members, empowering them to better understand AI and provides brands with a better understanding of the many ways to ethically and effectively implement AI.

The RAISE Alliance's fundamental tenet is that AI has the potential to be a potent force for good in the world. There are, however, a number of structural problems posed by the growth of AI. If we want to make progress, certain issues—from worries about job displacement to questions about bias and discrimination—need to be addressed in order to realize the full potential of AI.

Tackling potential problems posed by AI head on

This is where the RAISE Alliance comes in. We believe that AI as a support tool has massive potential to improve workflows. We strive to increase awareness of artificial intelligence (AI) in marketing, create a deeper knowledge of how it applies to brands, and assist businesses in using AI ethically in the pursuit of greater creativity and efficiency — for the benefit of all. 

We're also committed to spreading AI literacy, in order to protect both brands and consumers from the potential for misuse or misinformation. The RAISE Alliance shares insights, best practices, and thought leadership from tis members, to provide brands with a better understanding of the many ways to ethically and effectively implement AI.  

Join the RAISE Alliance

So, what's next for AI? The coming months and years will see continued growth and development in the field, but there are several key areas that will likely be the focus of much attention.

There is a need for ongoing dialogue and collaboration as AI usage becomes more widespread. It's essential that we continue to discuss and debate the best ways to ensure that it is used in a way that benefits society as a whole and the RAISE Alliance is well-positioned to contribute to these efforts.

As we look to the future, it's clear that AI will continue to transform the way we live, work, and interact with the world around us. If you're passionate about AI and its potential to make the world a better place, we encourage you to get involved with the RAISE Alliance and join this global effort to promote responsible AI for social empowerment.

By becoming a member, you'll have the opportunity to connect with other AI experts and enthusiasts from global companie, share your insights and ideas, and contribute to a global effort to promote responsible AI.

We’re excited for what the future holds, and we hope you'll join us in RAISE-ing the bar! 

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

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Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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