AI models are only as effective as the data that fuels them. When it comes to AI-enhanced customer experiences (CX), clean, connected, and real-time profile data are required. Otherwise, AI solutions can struggle to deliver meaningful insights and impactful actions.
The next generation of CX will be powered by real-time streams of enhanced visitor profile data, delivered at time of inference. These profiles include complete historical, behavioral, and consent-status information, resulting in smarter predictions, more personalized experiences, and proactive engagement that can lead to stunning improvements in conversion rates.
To power this next generation of CX, Tealium recently introduced AIStream™—a solution that transforms customer data into actionable intelligence by combining real-time behavioral signals, historical context, and predictive AI. AIStream™ addresses the critical challenge brands face today: unifying customer data across all possible sources and activating it meaningfully in the right moment.
Key use cases where we see our forward-thinking customers leaning into AI adoption today include:
1. Next Best Action — AI-Powered Decisioning
Imagine knowing exactly what a customer needs before they even ask. By leveraging real-time behavioral signals and historical context, organizations can recommend the Next Best Action—whether it’s a personalized offer, a timely support intervention, or a targeted message—across any channel.
Dynamic updates to customer profiles ensure AI models stay current, enabling relevant and responsive engagements even for anonymous users. Real-time cues turn what could be static interactions into personalized journeys that feel human and connected.
Key takeaway: Dynamic, AI-powered engagement depends on unified, real-time customer profiles that are enriched in real-time by monitoring customer behavior across all channels, and the ability to deliver AI-enhanced experiences across all of those same channels.
2. Propensity Modeling — Predicting Customer Behavior
Predictive analytics have moved from a competitive advantage to a business necessity. Organizations now rely on AI models trained on unified customer data to predict:
- Likelihood to purchase
- Risk of churn
- Readiness to engage
By scoring behaviors in real time, brands can activate hyper-personalized campaigns precisely when customers are most likely to act. No more batch processing or delayed responses—just immediate, intelligent engagement at the moment of truth.
Key takeaway: Real-time propensity modeling enables brands to meet customers exactly when and how it matters most.
3. Conversational AI — Personalizing Chat and Search
Conversational AI is becoming more sophisticated—and more human. When powered by rich customer data streams, chatbots and search experiences can move beyond basic scripts to truly personalized interactions.
By incorporating sentiment analysis, brands can adjust tone and escalation logic in real time. Product searches can be customized based on past behavior, while customer support conversations are enhanced with a deep understanding of each individual’s journey.
Key takeaway: AI-powered conversations, informed by real-time customer insights, elevate interactions from automated to authentically personal.
4. AI-Augmented Call Centers — Smarter, More Empathetic Support
Few touchpoints are more personal than a phone call. With real-time customer data feeding into call center systems, organizations can route calls more intelligently, guide agents with AI-driven scripts and empathy cues, and surface cross-sell opportunities based on live customer profiles.
This turns call centers from reactive problem-solvers into proactive relationship-builders —delivering smarter, faster, and more empathetic support.
Key takeaway: AI enhances the human touch in customer service, enabling agents to deliver more relevant and impactful conversations.
Customer Data Streams Are the Launchpad for AI-Driven CX
Without unified, real-time customer data streams, even the most advanced AI models falter. But with the right foundation, organizations can unlock a new era of customer experience—one that is predictive, proactive, and deeply personal, and that will simultaneously improve business results by increasing revenue and decreasing data collection and processing costs.
The transformation is already underway. Enterprises who invest in real-time customer intelligence today will lead their markets tomorrow. The future will be powered by real-time, AI-enhanced customer experiences that outperform those delivered by pre-AI enterprise data architectures. We are seeing unprecedented urgency within our customer base to embrace, evolve and excel with AI-enhanced experiences across all channels.
