target audience: TECH BUYER Publication date: Jun 2024 - Document type: IDC Perspective - Doc Document number: # AP50959424
How Can Marketers Leverage the Next Era of X-O Applications
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Abstract
This IDC Perspective delves into what is an experience-orchestrated business (X-OB), what is the value proposition for marketers, and how they can leverage X-O applications as a competitive differentiator.
"Marketers should seize the opportunity to lead in the era of intelligent experience orchestration powered by GenAI. They should strategically evaluate how they can maximize value from GenAI use cases, leverage this X-OB model, and what pillars they need to strengthen before that," says Lavanya Jindal, senior research analyst, CX, Martech, and Value Streams at IDC Asia/Pacific.