AI in design

Trend 11: Hyperpersonalization

Personalization of content in websites and mobile applications was mostly driven by rules defined in content management systems, experience management solutions and analytics engines. These rules relied on frontend user interactions or a history of user patterns captured at the backend. Stream analytics, big data analytics and edge analytics now offer significant insights that evolve into hyperpersonalization.

AI-driven hyperpersonalization entails a digital brain that offers tailored content, dynamic screens, interactive contextual interfaces switching to a conversational bot or other digital assistants based on the device or context, and optimized user interactions. The digital brain creates a digital experience that is unique to each user. The result is hyperpersonalized apps for the consumer segment and live enterprise apps for the enterprise segment.

The Infosys Live Enterprise Suite offers hyperpersonalization, which is used in:

• Infosys Launchpad to onboard new employees
• InfyMe for employee personal productivity, work productivity and insights
• Lex for educational and career development

With the Live Enterprise Suite, Infosys has pioneered a phygital ecosystem, with sentient hyperpersonalization services powered by a digital brain, which is a mesh of connected data. Live Enterprise is continuously evolving, with an average of over 200,000 users and over 25 million transactions every six months. The Live Enterprise suite has an experience configuration kit, which is used to implement a computational design paradigm across the various frontend platforms.

For a leading provider of cable broadband services, Infosys created a single, hyperpersonalized app that consolidated all the features of their multiple apps. The consolidated product is a scalable, future-proof platform that is not only function-driven but also visually attractive and personalized for fun.