When customers interact with a business , they don ’ t think about channels and how and where that interaction is happening – they just want a good , personalised experience . Which is why a channel-less approach to customer experience ( CX ) is now emerging as best practice . Companies need to take a fluid and flexible approach to CX and Generative AI can help . Jake Hookom , VP of Commerce and Platform at Sitecore , discusses how companies can use Generative AI to meet rising expectations .

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