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Using applied intelligence to reshape consumer engagement
Businesses now operate in a new era of
consumerism
01
Hyper-personalization
and on-demand delivery
02
The ability to meet each
customer’s needs - anytime,
03
The ability to provide
relevant, consistent and
are as important as the anywhere - is a new hallmark satisfying experiences at
products they sell. of competitiveness. every consumer touchpoint
is a key differentiator.
Using Applied Intelligence to Reshape Consumer Engagement 2Out with the old: Traditional customer-
acquisition strategies are losing their appeal
50%
Figure 1. Changes in overall market share of the top 10 brands for major
consumer goods categories.
Soft drinks
Beer
Chinese CEOs indicate that, under
traditional strategies, relationships
Dairy products
between businesses and consumers
are weakening.
58%
Cosmetics and
beauty products
Home care
Food
Chinese CMOs indicate that major
brands are losing their appeal to
Clothing
consumers.
Source: Accenture CMO and CEO survey, Euromonitor Consulting, Accenture Research
Using Applied Intelligence to Reshape Consumer Engagement 3In with the new: The
integration of data analytics,
artificial intelligence and
automation-what Accenture
calls “applied intelligence”-
offers a new way for
companies to win customers.
Using Applied Intelligence to Reshape Consumer Engagement 4What is applied
intelligence? Figure 2. Applied intelligence influences the entire cycle of
consumer-enterprise interactions.
Simply put, applied intelligence refers to a set of tools for collecting,
processing and analyzing data. Its “intelligence” derives from its ability
to generate consumer insights faster and more effectively than ever Consumer
before. With those insights, business leaders can identify opportunities insights
for action more precisely and, in many cases, implement those actions
automatically. The result is new business value.
Applied intelligence comprises three interrelated solutions: data analysis,
artificial intelligence and automation. After-sale Digital
services marketing
Consumer expectations Applied
intelligence
ysis
Aut o
n al
ma
aa
ti o
at
n
D
Real-time Hyper-
Consistency Satisfaction
response connectedness
In-store Digital
interaction commence
Using Applied Intelligence to Reshape Consumer Engagement 5Applied intelligence is ushering in four major
changes to consumer engagement
Change No. 1 Change No. 3
Super-granularity True intelligence
Chang No. 2 Change No. 4
Hyper-personalization Intelligent products
Using Applied Intelligence to Reshape Consumer Engagement 6Trend 1: Super-granularity
Omni-channel data collection and ecosystems
Digital and intelligent technologies are making it possible for more and more consumer goods
Omni-channel data collection, companies to collect data both online and off. Artificial intelligence, for example, is helping brick-and-
mortar stores obtain real-time data for in-depth analysis. Data reports that were made on a monthly,
ubiquitous cameras and weekly or daily basis in the past can now be made every few hours or even minutes. Through social
sensors, intelligent equipment media and e-commerce platforms, companies can effortlessly access consumer feedback and opinions,
whenever they want. BAT (Baidu, Alibaba, Tencent) platforms have unparalleled data advantages;
and third-party data platforms collaborating with these platform players as ecosystem partners can offer access to an expanded set
of data resources. In addition, consumer goods—which are, themselves, becoming more and more
are all enabling consumer intelligent—constitute another important channel for collecting data.
goods companies to obtain
vast amounts of data that were Hyper-granularity and real-time data
unconceivable in the past. The prevalence of mobile phones, cameras and sensors make it possible for companies to obtain data
not only in real time, but in multi-dimensional formats. For instance, a mood-detection camera installed
in a physical store captures, in real time, consumers’ first impressions of a product. Some companies
are experimenting with eye-tracking technologies to understand consumers’ product and packaging
preferences; their goal is to use that eye-tracking data to adjust their product offerings and packaging
designs.
Digital operating platforms and AI algorithms
Digital operating platforms integrate data from various internal and external sources and turn that data
into valuable insights with the help of AI and analytical tools. They accelerate a company’s understanding
of customers and make break-through consumer engagement a reality. AI algorithms, for instance, can
combine multi-dimensional data pertaining to product, customer and environmental characteristics and
recommend the most suitable products in a given circumstance.
Using Applied Intelligence to Reshape Consumer Engagement 7Multi-dimensional consumer data is opening up
break-through business opportunities
Liquor company Jiangxiaobai Unilever uses eye-tracking L’Oréal and T-Mall join forces
tracks the customer technology to improve product to establish a consumer asset
shopping journey packaging design database
By using the WeChat platform and Tencent digital Eye-tracking sensor technology can pinpoint the L’Oréal launched its e-commerce division in 2016,
technologies, Jiangxiaobai enables customers to focus of a customer. Its value lies in its ability to formally integrating its offline and online operations.
authenticate and track the logistical journey of the monitor customers’ gaze points and glean insights Earlier, the company worked with T-Mall to establish
liquor they have purchased. Additionally, as soon into their subconscious shopping behaviors. a consumer asset database, which was designed
as shoppers scan the QR code on the liquor bottle Unilever is using this innovative solution to collect to target consumers more accurately. It is reported
using WeChat, the big data engine creates and shoppers’ attention data. With that data, the that the value of L’Oréal’s consumer digital assets
displays a unique shopping profile. That profile consumer goods giant can better understand the exceed US$100 million, with more than 2,000 tags
includes the shopper’s gender, the store where in-store factors that are most valuable and influential per consumer.
the QR code scan took place, the variety of liquor in the purchasing process. Further, the huge
purchased, purchase frequency and dates, and even amounts of information Unilever collects through
fellow shoppers who purchased the same liquor. eye-tracking technologies help the company identify
the design and information features of its products
that resonate most with shoppers. This allows the
company to optimize product packaging design and,
by extension, build brand awareness and perception.
Using Applied Intelligence to Reshape Consumer Engagement 8Data-driven middleware platforms are increasingly
valued by consumer goods companies
A Chinese dairy products company Figure 3. The Chinese market
for digital middleware 135
designed its middleware platform to %
platforms is growing fast
not only support customer services,
conversion, retention and in-store sales,
but also assist in business planning and 179
operational efficiencies. .4
12
22 52 85 5.7
.2 .2 .3
To take optimal advantage of China’s
extensive digital ecosystem, a leading 63. 47.
2018 3% 50%
oral healthcare company is planning to
set up a digital platform to help
2019
manage its operations in the country. 47.
5%
The data-driven digital middleware
2020e
platform will help the company not 42.
7%
only integrate channels and consumer 2021e
data more effectively, but also refine its
approach to data processing, analytics 2022e
and application development.
Market size (unit: 100 Increase (%)
million yuan)
Source: Research Report on Chinese Digital Operating
Platform Industry (2019), iResearch
Using Applied Intelligence to Reshape Consumer Engagement 9Change 1
Questions to ask when pursuing super-granular
insights:
01 How can we develop an omni-channel data-collection capability?
02 How shall we screen data sources?
03 What kind of digital middleware platforms do we need most?
04 How can we best ensure consumer safety and security when
collecting and utilizing data?
Using Applied Intelligence to Reshape Consumer Engagement 10Trend 2: Hyper-personalization
Hyper-Granular Customization
Applied intelligence is taking Customer demand for more personalized experiences is on the rise. In addition
to helping businesses reduce the cost of customer interactions, applied
personalized customer intelligence can be used to create granular personalized experiences. With
experiences to new heights. applied intelligence, no two customers purchasing the same product will have
the same experience. For instance, pressed powder products are now available
Granular insights are in thousands of shades. Beer can be modified to suit the specific tastes of the
consumer. And 3D printing ensures that a facial mask one purchases will fit
increasingly shaping the perfectly to the user’s face.
shopping journey, making
it more personalized and Customized Products
seamless. Intelligent technologies and sensors that visualize data, detect emotions or
recognize voices to monitor shoppers’ behaviors can also be used to make
consumer goods more intelligent and personalized. More and more products
can be customized anytime by consumers according to their needs, preferences
or even changes in their social environments. For example, with 3D printing
technology, users can make adjustments to their face mask products, ensuring
a better fit. Similarly, a skincare product user can easily fine-tune the product
formula at home according to his or her skin conditions.
In effect, users can make their own bespoke skincare products.
Using Applied Intelligence to Reshape Consumer Engagement 11Hyper-granular customization
Neutrogena MaskiD™ Lancôme’s Le Teint Particulier Intelligent X’s AI beer
Johnson & Johnson’s Neutrogena brand has L’Oréal’s Lancôme beauty brand has Intelligent X has made a name for itself by
introduced the first and only personalized introduced Le Teint Particulier, a patented producing the world’s first beer that uses AI
custom-3D-printed sheet mask, Neutrogena foundation color-blending technology based algorithms and machine learning to adjust its recipe.
To date, four varieties have been created: Black AI,
MaskiD. Unlike traditional face masks, the on artificial intelligence, which customizes
Golden AI, Pale AI and Amber AI.
Neutrogena MaskiD is made entirely by the foundation shade to match the user’s
3D printing and is based on a smartphone precise skin tone.
AI beer customers provide feedback about the beer
3D camera’s multi-dimensional map of a
they try through the Facebook Messenger app.
consumer’s face. In addition to having a Here’s how it works. A Lancôme cosmetic With automated brewing intelligence, Intelligent X
mask that forms to their exact facial profiles, consultant determines the customer’s facial processes that feedback using machine learning
customers can adjust the mask’s ingredients skin tone using a handheld scanner and and Bayesian optimization algorithms and sends the
to create an even more personalized user runs the results through a computer. The resulting insights to the brew master.
experience. Specifically, users are able to computer then creates a proprietary formula
select ingredients for six different facial based on 20,000 different shades and Although there are only four AI beer varieties
zones of the face, including the forehead, prepares the custom foundation while the currently available, the flavors of the beer keep
eyes, cheeks, nose, chin, and nasolabial customer waits. changing based on machine learning of consumers’
feedback. Intelligent X will continue refining its
folds. The purchasing process is easily
approach to collecting customer feedback and
completed through a smartphone.
preferences by automatically adjusting its questions
to customers online.
Using Applied Intelligence to Reshape Consumer Engagement 12Customized products
Procter & Gamble’s Opté ™ L’Oréal Perso
Precision Skincare System
Procter & Gamble has introduced a revolutionary skincare L’Oréal’s Perso, unveiled in 2020, is an AI-enabled smart
system that integrates optical technologies, patented device that features a streamlined four-step process to
algorithms and printing technologies. deliver customized skincare solutions based on one’s skin
conditions and adjusted to accommodate environmental
As consumers gently move the Opté Wand over their effects such as pollution or UV exposure.
faces, a blue LED scan light analyzes their complexion and
detects age spots, sun spots and discolorations. A digital The Perso app uses AI to analyze the user’s skin conditions,
camera captures 200 skin images per second, providing such as deep wrinkles, fine lines and dark spots. Using geo-
approximately 24,000 pictures for analysis with each use. A location data, Perso assesses local environmental conditions
precise color algorithm processes 70,000 lines of code in that may affect a user’s skin. Customers play a role, too,
real time to determine the size, shape and intensity of each by entering their personal skincare concerns—such as fine
skin spot. Finally, a micro serum jet printer with 120 thermal lines, dark spots and pigmentation—into the app. They can
inkjet nozzles deposits 1,000 optimizing serum droplets also enter their texture and hydration-level preferences.
on each skin spot to achieve precise coverage and create a Once all these data is collected and analyzed, Perso creates
natural, even and smooth appearance. a personalized skincare formula and dispenses it in a single-
use dose.
The Opté precision serum is made up of three key
ingredients: mineral pigments that provide immediate Perso’s AI platform assesses skin conditions and
coverage and deliver a flawless look; spot-lightening automatically adapts its future formulas based on personal
ingredients that reduce the appearance of age spots; and usage results.
moisturizers that help the skin stay hydrated.
Using Applied Intelligence to Reshape Consumer Engagement 13Change 2
Questions to ask when pursuing hyper-
personalization:
How can we design personalized products and services by
01
employing data and analytical tools?
How can we ensure the services we provide are
02
customized to customer needs?
How can we maximize profitability, while providing
03
personalized products and services?
De we need to upgrade our process of providing
04
customized products and services?
Using Applied Intelligence to Reshape Consumer Engagement 14Trend 3: True intelligence
Creating new interactions with consumers via
virtual idols
With intelligent technologies, consumers and consumer goods companies are interacting in ways that
are increasingly “real” and multi-dimensional. Virtual idols, enabled by AI, are an example of this trend.
Big data and intelligent Capable of self-learning, these idols now serve as virtual brand ambassadors. They grow and evolve,
technologies are making offering a powerful route to connecting with a new generation of consumers, especially in Asia.
interactions with consumers more Immersive interactions deepen brand-consumer
efficient by enabling seamless engagement
coordination and, in some Given the immersive experiences and online and offline interactions they now enable, augmented reality
(AR) technologies are increasing favored by brands like Budweiser, Pepsi Cola and Burger King. During
cases, self-service. Augmented/ the COVID-19 outbreak, AR is proving to be an effective channel for facilitating communications between
virtual reality, voice and image consumer goods companies and consumers. For instance, in May 2020, L’Oréal released custom-
branded augmented reality lenses for the Snap Camera desktop platform. With these lenses, users can
recognition technologies are try on various beauty looks across multiple categories such as hair color, makeup and skincare.
steadily advancing, resulting in
5G brings about a “touchable,” full-dimensional
virtual consumer experiences
consumer experience
that increasingly mimic those in
The advent of 5G promises to unlock the full potential of augmented reality and virtual reality
the real world. technologies by transforming customer engagement and enabling new, full-dimensional customer
experiences. Unlike existing mobile communication technologies, 5G networks support voice and visual
interactions and enable virtual interactions as if in the real world. With these capabilities, 5G can usher in
more “touchable” interactions. For instance, online shopping will involve not only entering virtual fitting
rooms that give shoppers the opportunity to “try on” clothes, but also learning about the textures and
fabrics of clothes through the Internet of Things.
Using Applied Intelligence to Reshape Consumer Engagement 15Virtual idols are easily mistaken for real customer
service agents
Zhu Yilong—Coca-Cola’s Yumi—SK-II’s new digital Wilson—Watsons’ AI brand
new spokesperson skincare advisor spokesperson
Coca-Cola and iFlyTek have paired up Japanese cult skincare brand SK-II has Watsons, the flagship health and beauty
to introduce voice-based interactions partnered with AI start-up, Soul Machines, brand of China’s A.S. Watson Group, has
on the H5 WeChat interactive platform. to create its first digital influencer named introduced Wilson, an attractive young AI
Upon accessing the H5 activity page, the Yumi. In addition to serving as SK-II’s chatbot to serve as Watsons China’s virtual
consumer will hear well-known Chinese new brand ambassador, Yumi provides spokesperson. He provides customers
actor and Coca-Cola spokesperson Zhu skincare consulting advice through apps with personalized beauty advice, helps
Yilong’s personal greetings. Although 24 hours a day. to promote Watsons’ brand and, more
AI-enabled, Zhu’s artificial voice highly importantly, serves as a beloved virtual
resembles his own in terms of tone and idol that grows and evolves along with
emotionality. consumers.
Using Applied Intelligence to Reshape Consumer Engagement 16Immersive consumer experiences
created with extended reality
52%
Chinese consumers would like to experience the
products they want to purchase using augmented reality
AR Vendor—AB InBev’s augmented Burberry’s augmented shopping
or virtual reality technologies
reality supplier assistant
AB InBev collaborated with Snap to While searching Google for Burberry
create an augmented reality filter on the products, a customer can see the luxury
Snapchat app for its Bud Light product. brand’s products in actual size by using
Customers can open the rear camera augmented reality and simultaneous
through Snapchat and put the salesman localization and mapping technologies.
for AB InBev beer in any virtual space. This makes it possible for potential buyers
For even more fun, they can pose and to closely examine product features. In
57%
interact with him. this way, AR is helping to incentivize more
purchases.
Chinese consumers either already use augmented
reality or virtual reality technologies or are interested in
purchasing these products
Source: Accenture Research
Using Applied Intelligence to Reshape Consumer Engagement 17Change 3
Questions to ask when pursuing true
intelligence:
How can we provide human-centered consumer
01
experiences that are enabled by AI?
How can AI-enabled customer service and human customer
02
service complement each other and be seamlessly integrated?
03 Will the use of AR virtual idols pose ethical risks?
How can we prevent users from becoming addicted to AI-
04
enabled interactions?
Using Applied Intelligence to Reshape Consumer Engagement 18Trend 4: Intelligent products
Intelligent products have changed company-
customer interactions
While consumer goods companies
As intelligent consumer goods expand their functionalities, they are changing—and becoming integral
mainly use intelligent technologies to—the interactions between consumers and companies. The main reason is that data collected from
to boost production, supply chain, intelligent consumer goods can be integrated in the product’s entire life cycle. As a result, consumers are
and digital marketing performance, a not only users of products and services. They are co-producers, as well.
number of them are seeing the value Intelligence in consumer goods means more than
of making their products intelligent. voice recognition
The rapid emergence of intelligent
Rapidly advancing natural language processing technologies and applications are already enabling
consumer goods—ranging from
consumer products to feature voice-based interactions. As the intelligent era evolves, interactions
cosmetics to home care products between humans and intelligent products will become even more person-centered. That means today’s
to sports clothing—is significantly voice-based interactions will gradually give way to “super-interactions” that are based on emotions, body
sensations, and even human thoughts.
changing the way consumers interact
with companies. Sharing within an intelligent ecosystem
A number of products that are essential to human lives are becoming intelligent. These include skincare
products, clothing, home appliances, vehicles and homes. In order to make their products truly
intelligent and scalable, consumer goods companies need to take optimal advantage of data and data-
sharing applications. That means actively participating in a data-sharing ecosystem.
Using Applied Intelligence to Reshape Consumer Engagement 19Currently, applied intelligence in the consumer goods industry is in its
infancy. The field is dominated by voice connections and intelligent
testing. Some of the most common forms of intelligent applications
are found in virtual fitting rooms, personalized skincare and oral
healthcare products, and wearables. While all of these are still gaining
traction, they are expected to become widespread soon.
Production of wearable equipment in China The apparel industry accounted for 2% of the
has been on the rise in recent years, topping production of wearable equipment in 2019.
2%
89.61 million units in 2019. That figure is
expected to soon surpass 100 million units,
an increase of
12%
Source: iResearch.
Using Applied Intelligence to Reshape Consumer Engagement 20Intelligent products + intelligent algorithms =
personalized, dynamic consumer experiences
Colgate’s intelligent Procter & Gamble’s home- Meitu’s AI-powered skin-
toothbrush scenting device cleansing device
The Colgate® Plaqless Pro is a revolutionary Procter & Gamble has introduced AIRIA, a Meitu Spa offers users a personalized skincare
toothbrush designed to detect accumulated breakthrough fragrance technology that provides regimen. Using deep-cleansing sonic pulsation
biofilm and provide real-time guidance for effective a highly personalized approach to home scenting. technology, users can use the smart, clam-shaped
brushing. A light ring incorporated around the AIRIA produces a customized fragrance based on device for sonic cleansing, deep extraction, skin
toothbrush emits a blue light when plaque is user preferences and environmental conditions; nourishing, or warm massage. Unlike most skincare
detected, and a white light signals when the plague its iOS and Android apps enable users to adjust devices on the market, Meitu Spa can be connected
is removed. Paired to the brush through Bluetooth their scent, set ambient lighting, and see how to a smart phone through “Meitu Skincare Manager”
technology, the Colgate Connect App offers users much fragrance is left. Users can even change their app. In addition to revolutionizing the face-washing
an even more precise, personalized brushing preferences via Alexa voice commands. experience, Meitu Spa offers an AI feature that
experience. Sensors embedded in the toothbrush allows consumers to monitor and improve the
handle create a complete map of the user’s mouth. condition of their skin.
In addition to oral hygiene tips, the app provides
instant feedback on areas that are clean and areas
that need more brushing.
Using Applied Intelligence to Reshape Consumer Engagement 21Fashionable and intelligent high-tech wearables
Xiaomi’s Amazfit outdoor Codoon intelligent Bloomer Tech’s intelligent
running shoes workout wear underwear
These intelligent running shoes are embedded with The workout wear is equipped with a portable heart Bloomer Tech uses advanced fabrics technology
the second-generation Amazfit intelligent chip, rhythm monitor. Drawing on real-time heart rhythm and machine learning to turn an ordinary article of
which connects to the Internet while the user is data and workout goals, the monitor provides voice clothing, a woman's bra, into a healthcare device.
jogging. When the user starts running, the shoes instructions through a mobile app to help the user Whether a woman is partaking in physical exercise
accurately measure and record how frequently the adjust breathing frequency and workout intensity for or not, the Bloomer Bra can—through embedded
ball of the foot touches and is lifted from the ground. optimal fitness outcomes. and washable sensors and circuits—monitor her
heart rhythm, heart rate variability, blood pressure,
body temperature and oxygen saturation to help her
improve her heart health. All of that data can be sent
in real time to caregivers and doctors so they can
better understand each woman’s specific heart-
health needs.
Using Applied Intelligence to Reshape Consumer Engagement 22Change 4
Questions to ask when considering intelligent
products:
How can we design intelligent consumer goods that enhance
01
interactions with consumers?
How can we develop a data strategy for intelligent consumer
02
goods?
How can we embed intelligent functionalities and features in products in
03
ways that do not substantially raise the overall costs of these products?
How can we integrate intelligent consumer goods with other intelligent
04
devices to provide consumers an integrated “intelligent life”?
Using Applied Intelligence to Reshape Consumer Engagement 23Recommended actions
It is crucial that applied intelligence be human-centered, data-oriented and
technology-driven for it to reshape interactions between consumers and
companies.
Creating a value- Releasing the value Embracing new data Designing new Applying ethical AI
oriented, AI- of consumer data science consumer experiences practices and applications
enabled strategy for
interactions
Prioritize applied Collect data from Adopt advanced Embed applied Ensure intelligent
intelligence multiple sources algorithms, AI, intelligence in the systems’ stability,
technologies based and break silos to machine learning, entire process security and
on their value- unlock the value of Internet of Things, of consumer traceability.
creation potential. integrated data. and block chain. interactions.
Ensure protection of
Rapidly develop Use the Internet Rapidly test Innovate AI- consumer privacy and
products and of Things to products and iterate enabled consumer data security
services. manage real-time development in an experiences in a
consumer data agile environment. human-centered way.
flows.
Using Applied Intelligence to Reshape Consumer Engagement 24References
1 Jiangxiaobai unveils its taste strategy, and joins hands with Tencent to form a strong alliance, a move that moves the liquor brewers
Sina Finance, April 2019
http://finance.sina.com.cn/stock/relnews/hk/2019-04-11/doc-ihvhiewr4992168.shtml
2 Unilever uses eye-tracking technology to improve product packaging design
https://www.tobiipro.com/applications/marketing-user-research/case-studies/unilever/
3 Uncovering L’Oréal, a company doubling its sales on Tmall by leveraging its consumer data asset, Global E-businessmen, April 2019
http://i.wshang.com/Post/Default/Index/pid/259342.html
4 Le Teint Particulier, 3D printed facial mask, AR fitting mirror and other black technologies, all are fashionable and high-tech products
for cosmetics marketing www.sohu.com, June 2019
https://www.sohu.com/a/321915007_323429
5 Le Teint Particulier, 3D printed facial mask, AR fitting mirror and other black technologies, all are fashionable and high-tech products
for cosmetics marketing www.sohu.com, June 2019
https://www.sohu.com/a/321915007_323429
6 Intelligent X’s robot can brew perfect beer, tech.qq.com, July 2016
https://tech.qq.com/a/20160709/028395.htm
7 Le Teint Particulier, 3D printed facial mask, AR fitting mirror and other black technologies, all are fashionable and high-tech products
for cosmetics marketing www.sohu.com, June 2019
https://www.sohu.com/a/321915007_323429
8 L’Oréal releases AI cosmetics, a black technology in the beauty makeup industry, www.qq.com,
https://xw.qq.com/cmsid/20200730A0T60100
9 Following the voice reversal bottle, iFlyTech and Coca Cola pair up to make an AI spokesman, www.sohu.com, August 2019
https://www.sohu.com/a/335685903_642152
10 Virtual idols are grabbing jobs away from live people, China Business Network, May 2020
https://baijiahao.baidu.com/s?id=1666992404755522737&wfr=spider&for=pc
Using Applied Intelligence to Reshape Consumer Engagement 25References
11 They find an AI ambassador to attract consumers born in the 1990s and 2000s, www.sohu.com, July 2019
https://www.sohu.com/a/330126390_161795
12 Recently, Pepsi launches over 200 Instagram AR filters for promotion, www.sohu.com, May 2019
https://www.sohu.com/a/316708391_120098543
13 Burberry ties with Google to stimulate consumers’ shopping appetite through AR technology, Sina Finance, February 2020
http://finance.sina.com.cn/stock/relnews/us/2020-02-29/doc-iimxxstf5255910.shtml
14 Colgate launches intelligent toothbrush to detect the accumulated biofilm, www.sohu.com, January 2020
https://www.sohu.com/a/365377569_120221329
15 P&G releases the Airia scenting device, which can be controlled through APP and voice command, Sina Tech, January 2019
https://tech.sina.com.cn/e/x/2019-01-10/doc-ihqhqcis4732301.shtml
16 Meitu’s meituspa AI-powered skin cleansing device, leading the fashion in smart and safe skin beauty, www.sohu.com, April 2019
https://www.sohu.com/a/308291093_115088
17 Amazfit smart running shoes on display on Xiaomi Crowdfunding, www.sohu.com, April 2018
https://www.sohu.com/a/228044119_114760
18 Codoon smart platform accelerates its new strategy by releasing two more smart products in half a month, Sina Tech, September 2017
https://www.sohu.com/a/192694214_121110
19 Bloomer Tech develops smart bras to monitor the heart health of women, www.siuf.cn, November 2016
http://www.siuf.cn/content-6126.html
Using Applied Intelligence to Reshape Consumer Engagement 26Executive sponsors
Holly Yuan Salvatore Lo Presti
Managing Director – Accenture Managing Director, SAP
Strategy & Consulting, Applied Group Lead, Accenture
Intelligence Lead and Innovation Greater China
Business Lead, Greater China
salvatore.lo.presti@accenture.com
Holly.yuan@accenture.com
Research team
Sheryl Yu Elizabeth Liu Shan He
Manager, Specialist, Associate Manager,
Accenture Greater China Accenture Greater China Accenture Greater China
sheryl.yaping.yu@accenture.com elizabeth.yiting.liu@accenture.com shan.he@accenture.com
Acknowledgements:
Jo Cao, Chan Tzeh Chyi, Jiejing Wang, Bessie Wo
Using Applied Intelligence to Reshape Consumer Engagement 27About Accenture Accenture is a leading global professional services company, providing a broad range of services in strategy and consulting, interactive, technology and operations, with digital capabilities across all of these services. We combine unmatched experience and specialized capabilities across more than 40 industries — powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. With 506,000 people serving clients in more than 120 countries, Accenture brings continuous innovation to help clients improve their performance and create lasting value across their enterprises. The company has been operating in Greater China for over 30 years. Today, it has more than 17,000 people servicing clients across the region with offices in the cities including Beijing, Shanghai, Dalian, Chengdu, Guangzhou, Shenzhen, Hong Kong and Taipei. As a trusted Partner of Choice for digital transformation, Accenture is bringing more innovation to the business and technology ecosystems and helping Chinese enterprises and the government to embrace digitization and enhance global competitiveness to succeed in the new era. For more information about Accenture, please visit its corporate homepage www.accenture. com and its Greater China homepage www.accenture.cn. About Accenture Research Accenture Research shapes trends and creates data driven insights about the most pressing issues global organizations face. Combining the power of innovative research techniques with a deep understanding of our clients’ industries, our team of 300 researchers and analysts spans 20 countries and publishes hundreds of reports, articles and points of view every year. Our thought-provoking research—supported by proprietary data and partnerships with leading organizations, such as MIT and Harvard—guides our innovations and allows us to transform theories and fresh ideas into real-world solutions for our clients. For more information, visit www.accenture.com/research. Copyright © 2020 Accenture. All rights reserved.
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