Adam Greco, Product Evangelist at Amplitude, shares his thoughts on natural language processing and the future of analytics.
What will see in terms of the intersection of the rise in natural language questions, and self-service analytics?
By the end of 2025, most analytics queries will take the form of natural language questions that are in turn answered by AI – also called natural language processing (NLP). The process of manually building and configuring reports will go away, and knowledge workers will simply ask their dataset questions. For instance, a marketer could ask an analytics tool to pull insights on how various campaigns are influencing customer acquisition rates. This will transform the role of analytics teams, allowing them to focus on more complex analysis, while enabling analytics self-service across an entire organisation. Digital analytics products will be differentiated by the speed and agility for which they can answer questions, instead of for features and functions around reporting.
How will companies create bespoke user experiences in 2025?
Next year, analytics, data, and AI will be used to create bespoke user experiences more than ever. Today, most users encounter the same digital experience with some minor personalisation, such as differing offers. But, in 2025, we’ll see the emergence of digital experiences that intelligently adapt to user preferences and behaviours.
These personalised experiences may take the form of different page layouts, navigation options, and content suggestions based on how a user interacts with a site. Imagine that you visit an outdoor adventure retail ecommerce website. On the first page, a range of options is available. If you select men’s hiking boots, the next page may change the entire website to remove all women’s products, and only show men’s products that are typically purchased with hiking boots. After a purchase, if you return to the website, the entire site may be optimised for a male hiking persona.
At the same time, someone else may see a totally different website if, for example, they are a woman interested in camping. Each page may be auto-generated by AI, adapting to every click. And this can upend the content management system industry that has been built to produce highly structured websites and apps. AI could redefine the concept of personalisation as we know it, and open the door to a new standard of quality for user experiences. And it will all be made possible through data analytics.
Will business intelligence continue to gain momentum in 2025, and how will digital analytics fuel this?
Companies are already looking at how they can consolidate their tech stacks, reduce unnecessary spend on tools, and organise dispersed data. In 2025, I believe we’ll see the lines blur between business intelligence tools and digital analytics tools. With more data being sourced from cloud warehouses, digital analytics tools will start acting more like BI tools, just with different types of charts or graphs. This could lead to the consolidation of tools like Tableau or Looker and digital analytics tools. And this approach could allow companies to break through data silos, maximise value from their tech stacks, and ensure that their data is directly influencing business outcomes.
