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Завтра: клиентоцентричность в мире будущего
The third chapter of the monograph explores the future prospects of customer centricity in a world shaped by rapid advances in artificial intelligence, quantum computing, and related technologies. The authors analyze the shift from traditional linear customer journey models to dynamic, adaptive trajectories generated in real time by AI algorithms. Special attention is given to two breakthrough technological phenomena — digital twins of customers and autonomous digital agents.
Digital twins of customers are presented as an evolution of marketing "personas," representing dynamic models capable not only of predicting behavior but also of actively influencing it, enabling hyper-personalization and management of hybrid customer experience. Autonomous digital agents are examined within the context of emerging B2A (business-to-agent) and A2A (agent-to-agent) interaction models, where algorithms representing individuals and organizations become subjects of market relations. The chapter presents case studies from leading companies (Allianz, Amazon, McDonald’s, Sber) illustrating both successful and unsuccessful attempts at implementing these technologies.
A dedicated section addresses customer centricity in the future public sector, highlighting trends such as "people-less" public services, universal inter-agency integration, background services based on AI agents, and data-driven governance with co-creation elements. The final part systematizes ethical, legal, and regulatory risks associated with hyper-personalization, algorithmic bias, privacy loss, and liability distribution in AI product value chains. It is emphasized that sustainable development of customer centricity in the digital era requires a balance between technological innovation, user rights protection, and building trust in AI systems.
In book
