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Club Med harnesses AI as part of its ‘Happy Digital’ initiative

After the launch of Data Factory in 2022, Club Med has integrated Generative AI as part of its ‘Happy Digital’ initiative which aims to elevate customer experience.

Club Med has announced a new stage in its digital transformation with the integration of artificial intelligence (AI). After the implementation of Data Factory (data management platform) in 2022, the brand is further stepping up its investments in ‘Happy Digital’, one of its five strategic pillars, to enrich the customer experience and
enhance employee efficiency.

Dedicated to using technology to free up guests from organizational constraints and make their user experience easier, Happy Digital, as an initiative, positions Club Med as an early adopter in leveraging AI as a valuable catalyst for innovation, heightened consumer satisfaction, and accelerated growth.

Data is at the core of Club Med’s digital strategy: In 2023, Club Med began a major transformation by rethinking its Data Factory, aggregating 2.1 billion data points of commercial, customer, and operational data.

This progress which is enabled thanks to AI, has transformed the way Club Med manages its information: Currently, over 5 million new data points per day are processed in near real-time.

Commenting on this transformation, Quentin Briard, CEO, Marketing, Digital & Technologies, Club Med, said, “Generative artificial intelligence, powered by a substantial collection of data, is taking us into a new era of innovations. Our strategic choice towards customer-oriented digitalisation and direct-to-consumer distribution has enabled us to create a volume of high-quality data. Thanks to generative AI, we can reinforce all of our strategic pillars: from individualizing our customer communications to improving our recruitment processes and developing innovative solutions to intensify our CSR commitments, thus reinforcing our Happy Digital positioning.”

Additionally, Siddhartha Chatterjee, Chief Data Officer at Club Med shares how generative AI technologies are going to revolutionise internal employee experiences. “We are developing the multimodality of AI, which represents, not only an ability to personalize interactions with our customers but also gains efficiency and precious time for our teams. For instance, with the automation of low value-added tasks such as indexing and automatically sorting the 50,000+ images we own. In addition, as a global brand, we capitalise on Generative AI’s translation ability to translate marketing content for our international customers.”

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