Today’s broad interaction possibilities are creating havoc for many brands, as they struggle to offer customers a unified, consistent experience.

Although most have perfected the art of personalising interactions on a channel-by-channel basis, that personalisation thread is often cut the moment a customer leaves one channel in favor of another.

This disjointed brand experience results in contextual gaps, as the customer meanders from a channel that understands their intent to one that’s suddenly unaware of what they really want.

Hyper-contextualisation can extend customer intimacy across channels (and possibly brands) with the help of AI agents

Imagine a shopper named Sally discovering a stunning necklace online. After deciding to purchase it, she selects in-store pickup and makes her way to a store suggested by her device’s geolocation.

A store associate, well-informed of Sally’s purchase history, greets her by name and offers matching earrings. As Sally exits, her phone buzzes with a thank-you message, and waiting in her inbox is a receipt and a 20% discount code for future purchases.

This interaction doesn’t just end here – Sally’s next visit to the brand’s website or proximity to a physical store will trigger a reminder about her discount along with new product recommendations.

This intuitive handover of data can happen autonomously using AI agents, all specialised in different and very specific tasks. Their agentic ability allows them to offer personalised, timely suggestions or take actions themselves on behalf of customers.

Hyper-contextualisation involves not only recognising a customer’s location, time of day, preferred device, mood, and other environmental factors, but also seamlessly connecting this information from channel to channel in real time.

The faster brands can do this, the better they’ll be prepared for the next step: linking their customers’ experiences with other brands, creating boundless experience chains.

Read our PoV to find out what’s needed to win in the new hyper-contextualised future we envision for customer experience.