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The Gist
- Orchestration replaces guesswork. As digital devices and channels complicate customer behavior, CX orchestration is the data-driven way forward.
- Maximize AI. New AI tools can map out unique customer journeys, with tailored content and best-next-step recommendations.
- Stay in control. Embrace orchestration’s power to give you greater control of campaign activity, brand placement and ROI.
Orchestration has become a hot topic among marketers in recent years, as digital technology continues to transform the industry.
Unquestionably, new martech tools and customer data platforms have given rise to an exciting set of options for improving the customer experience (CX). We have more ways to reach customers than ever before, and access to deeper insights into people’s behavior.
But – as marketers don’t need reminding – digital devices and applications have also complicated buying journeys and transfigured the relationship between consumers and brands. As a result, marketing leaders have become increasingly interested in orchestration as a way to coordinate and manage the customer journey across every touchpoint, both online and off.
The good news is that CX orchestration allows marketers to be much more intentional in their activity – and more directional in the path they’re driving customers along. As Ankur Jain, global head and AVP, CXaaS at Tata Communications puts it: “The traditional way of doing journey orchestration was guesswork. Now, marketers simply input their desired outcome and the platform designs the journey using behavioral patterns to optimize the path forward.”
But this summary just scratches the surface. To properly understand the revolutionary potential of this data-driven approach, we first need to back up and remember how things used to be.
Back In Time
Historically, marketing has been a craft that relied on a mix of human ingenuity and gut instinct. In thinking about what message a prospective customer should hear next – and where they would consume it – a marketer relied on prior experience and an intuitive sense of “what would work.” It also helped that channel choices were relatively limited to a small number of mass media.
This model is what built the famous mass-market brands of the nineteenth and twentieth centuries, from Coca-Cola to General Motors. But now the latest AI technology gives us fresh possibilities. It’s a transformation that’s just starting – and promises to impact every modern enterprise and their marketers.
Meet the AI Orchestrator
AI is being increasingly embedded into global businesses today, as its incredible power becomes undeniable. For many marketers, it’s already helping to streamline processes and generate new ideas. Orchestration is now another major area where AI can boost marketing’s impact enormously.
One of AI’s unique strengths is its capacity to crunch huge quantities of data fast and create virtually unlimited iterations of text and visually based content. This makes it perfect for designing, implementing and optimizing customer journeys across all of a brand’s touchpoints.
Wayne Simmons, global customer excellence lead at a global pharmaceutical company and author of The Customer Excellence Enterprise (Wiley, 2024), emphasizes the imperative for the pharmaceutical industry is to use technology to “map and orchestrate real-world commercial pathways and integrate them across field sales, market access and patient support programs.”
AI can absorb and act on all of the user data created every moment through an organization’s tech stack, in a way that would be completely impossible for a human worker to do.
Priyank Parikh, vice president, customer interaction suite at Tata Communications, explains how this is the next phase of customer interaction: “What we’re seeing now is true AI-driven orchestration. The system dynamically creates journeys from the goal – whether it’s a revenue target or product sell-through. It handles segmentation, content creation, the right channel, optimal time to send – and monitors performance in real time.”
How Marketers Can Take Advantage
Crucially, orchestration is about more than just efficiency. It gives the human marketer far more control of their activity than they had before.
For one thing, they’re no longer at the mercy of guesswork when it comes to planning what to do next, but instead get rigorous, data-led recommendations via AI. This lets them act with confidence and maximize their marketing investment.
“It used to take months to build this kind of journey,” notes Ankur. “Now you’re seeing marketers get time-to-value in four to six weeks instead of 18 months.”
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And rather than waiting days or weeks for signals from customer behavior, they get immediate feedback on which creative is working most effectively or which touchpoints are performing best.
In practice, this means moving from static workflows to more adaptive engagement. For example, if a customer abandons their shopping cart, AI might assess their history, infer their intent, and automatically trigger a personalized discount via SMS. Or if a B2B lead pauses mid-funnel, the system could deploy relevant content tailored to their industry and interests.
As Wayne Simmons put it, “In pharma for example, a compelling use case might be to use AI to recommend next-best actions – turning previously discrete interactions into living journeys that can be continuously improved.”
A New Mindset
That’s why AI-powered orchestration is more like a new mindset than a new tool. It allows marketers to work backward from the outcome they want to achieve and craft user journeys and content flows that get customers there.
As Priyank explains: “It’s no longer just contextual messaging. We’re now able to use AI agents to orchestrate complex, dynamic customer journeys that respond to each user’s behavior in real time.”
Across customer data platforms and cloud-based communication systems, marketing teams can deliver hyperpersonalized messages and content that just perform better. And marketers can embrace a goal-driven future that puts them in the driving seat.
For more information, visit tatacommunications.com.
