“One potential game-changer here is Artificial Intelligence (AI). As AI increasingly takes over repetitive tasks and automates the gathering and interpretation of data across departments, it will break down traditional silos. AI can synthesize data from across an organization, allowing companies to more effectively coordinate efforts around the core drivers of customer value creation. Instead of being limited by functional divides, businesses will be able to focus on optimizing the entire chain of value creation—spanning customer insights, product and business-model innovation, brand positioning, and customer experience.”