The pivotal role of data and the essential balance between human intuition and artificial intelligence dominated discussions at the Tunisia Communication Days event this Wednesday, September 24. Industry leaders converged to dissect how new technologies are reshaping consumer behavior and redefining marketing strategies.
A central theme emerged: the most successful customer relationship management will no longer rely on either human or artificial intelligence alone, but on a powerful combination of both.
Frédéric Fougerat, President of Tenkan France, articulated this vision, explaining that while human intelligence grasps customer emotions and motivations, AI and data analytics enable hyper-personalization and predictive behavior modeling. This synergy, experts agreed, allows companies to not only understand but also anticipate consumer needs.
However, this data-driven approach brings significant responsibilities. Mohamed Anouar Romdhani, Head of Market at Google Customer Solutions, highlighted the critical challenges of security and privacy. “Companies must guarantee the security of sensitive information while complying with regulatory standards,” Romdhani stated, pointing to the increased scrutiny on data handling.
The event underscored that data processing is now the backbone of digital marketing, sales strategy, and SEO. Yet, a key caveat was repeatedly emphasized: the imperative of data quality. The consensus among speakers was that inaccurate or poorly managed data can lead to flawed strategic decisions, making reliable data collection and management a non-negotiable foundation for effective marketing.
In conclusion, the Tunisia Communication Days painted a clear picture of the future: sustainable competitiveness in marketing and communications will depend on an organization’s ability to seamlessly integrate technological innovation with human-centric strategy.
TunisianMonitorOnline (CBR)
