The company is leading efforts to show how businesses can harness AI responsibly and effectively.
“This is the moment when I think we should be able to sit, stand back, and realize that it should be us controlling AI, not the other way around,” Martirez said during an interview with host David Pringle at the recent Mobile World Congress (MWC) 2024 in Barcelona, Spain.
“At the end of the day, it’s the instinct of the CEO, it’s the instinct of humanity that counts, and that should drive AI,” the chief operations officer of Smart added.
Underscoring this goal, Smart is teaming up with AWS to boost its services with AI, creating a Center for the Acceleration of AI to develop smarter, faster, and more personalized customer experiences.
Benefits, cost efficiency
While Martirez previously warned about AI’s disruption, especially in the business process outsourcing sector, he emphasized that its smart use can drive growth and ultimately improve customer experience.
“Well, there are three areas in which ‘Gen AI’ will really be meaningful for us. That’s in our customer service, in our network, and in our advertising and marketing. In all three areas, we already have use cases,” Martirez explained.
“We’ve used petabytes of data to give us insights that could predict proper customer behavior and allow us to learn from it and be successful at it. We’ve been successful in producing a 30 percent cost efficiency and a 10 percent increase in revenue in some of our use cases, particularly in advertising and marketing,” he said.
What it means for customers
“It’s about getting a hold of the petabytes of data, making sense of it, and making sure that you can use it to predict proper customer behavior. And it’s all about getting the right offer, at the right price, and at the right time so that you can monetize it,” he said.
Miguel R. Camus has been a reporter covering various domestic business topics since 2009.
