Global mobile traffic has doubled in the last two years. Given how much data we all share daily, isn’t it reasonable to expect tailored experiences that genuinely enhance our lives?

We have evidence that personalised suggestions engage customers better. In a 2017 study of UK fashion brands, sites with the best recommendations generated 140% more page views per visit. Surely it’s time that we starting using the power of data and technology to improve all our digital interactions?

‘Nudge theory’ was first proposed in 2008 and won the Nobel economics prize in 2017 for author Richard Thaler. ‘New nudges’ build on the theory’s principles of behavioural economics and choice architecture, by adding a new layer of data and technology capability.

As we get better at using machine learning to turn customer data into predictions, the power of ‘new nudges’ will increase. It won’t be long before AIs are crafting experiences for specific individuals and groups. And closer collaboration between humans and machines will enable us to engage and influence customers in currently unimaginable ways.

‘New nudges’ represent the next generation of behaviour change through intelligent influence. And they enhance digital experiences by harnessing the collective power of data and technology

Speaker: Alastair Cole