EUROPE

35 convinced AI will be instrumental in the digital transformation of the customer experience away from ‘ click and search ’. Another partner , Live Person , is being used here primarily in customer care – but Macdonald is keen to explore other avenues with the AI element . “ If we get the right AI behind that channel , it ’ s going to be very powerful .”

Accenture is another company Macdonald has a history with , as the global consultancy is one of the main system integrator he works with . “ They ’ ve done a lot of work across Europe , partnering with early digital work and helping us figure out our architecture and our layers .” Another globally recognised name in the software space is Infosys , which has been involved in

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