Technology Record - Issue 32: Spring 2024

79 processes. Accenture’s research shows that generative AI offers a trio of opportunities: it can accelerate economic value, drive business growth and foster more creative and meaningful work for people. Tools like Microsoft Copilot are giving everyone – from assembly workers to customer service agents and lab scientists – the power to shape their own workflows. Copilot users are more productive after three months of using the tool, saving them more than 10 hours a month of work, according to Microsoft. Within the media industry we see this trend unfolding as streaming and live events move towards a more individualised journey, with a deeper look at the tuning of algorithms, recommendation engines and a more holistic user viewpoint. The persona creation of a user remains in the forefront to reduce subscriber churn and provide a more fulfilling experience across platforms. To meet this need, gamification comes into play. Gamification refers to the use of game-design elements like badges, points and rankings to educate and engage people. This approach has proven effective in both educational settings and workplace environments, making tasks more enjoyable and rewarding. Accenture has created the Accenture Audience Engagement Engine (AEE), a software-as–a-service platform that is native to Microsoft Azure. The AEE allows enterprises to rapidly turn static content and applications into fully gamified experiences for its users and employees. And Accenture is in the process of using the engine to develop enhanced experiences for its own employees who are undergoing upskilling, certifications and annual training. Working in combination with Copilot, AEE creates a single-pane-of-glass experience across the full spectrum of highly customised gamification attributes and highlights the possibility of co-market motions with AI. This new way of viewing one-to-one or one-to-many experiences will create a new paradigm in how we engage with our global audience. Matthew Edgerton is the North American communications and media lead for Accenture’s CloudFirst Microsoft Practice Photo: Accenture