Businesspeople at big creative agency

Artificial intelligence (AI) is far more than a fleeting technology trend. It is emerging as a strategic driver of competitive advantage. Companies that invest early in AI-based smart services can not only streamline operations but also unlock new forms of customer interaction and accelerate data-powered innovation.

AI as a driver of efficiency and innovation

AI-based systems unlock vast potential for efficiency gains: They analyze market data, forecast trends, and make automated decisions. In customer service, chatbots powered by advanced large language models like GPT-4 deliver reliable support around the clock. In manufacturing, predictive maintenance minimizes downtime. These applications not only optimize processes but also enhance the customer experience.

At the same time, AI drives the development of innovative smart services. Apple, for instance, leverages its proprietary “Neural Engine” to power advanced applications directly on customer devices. Salesforce integrates AI through solutions like Einstein and Agendforce to optimize data-driven sales and marketing processes. In the automotive sector, AI enables autonomous driving features as well as highly personalized driving experiences.

Smart services as a differentiation strategy

Smart services connect physical products with complementary digital offers – often cloud-based, scalable, and tailored to individual customer needs. By providing such services, companies create new value propositions and foster long-term customer loyalty. Unlike traditional products, they deliver a seamless user experience and tangible added value throughout the entire lifecycle.

Examples include equipment-as-a-service models, digital twins, and automated after-sales services. Beyond supporting data analysis, AI also enables personalized interactions, dynamic pricing, and the automation of complex workflows.

Differentiation in the metaverse and on platforms

In emerging digital spaces – such as the metaverse, which after the initial hype is now viewed more realistically – AI remains a central driver. It powers intelligent avatars, personalized experiences, and automated transactions. Companies can stand out by delivering immersive, trustworthy, and interoperable digital services across both closed and open, decentralized platform ecosystems.

Technologies such as Explainable AI, Smart Contracts, and DAO-controlled platforms foster greater transparency and trust. The ability to use artificial intelligence ethically, safely, and with a strong customer focus is emerging as a decisive factor for competitive differentiation.