Match resources to the current challenge
Match technical resources to the problem a prospect is trying to solve now. UST, a global digital transformation consultancy, had an extensive library of AI content, but prospects struggled to identify the resources most relevant to their needs. UST's NavigatorAI uses generative AI to identify individual challenges, ask tailored questions and generate personalised recommendations informed by UST's AI playbook and expertise.
The approach combines flexible interactions with carefully structured rules and trusted content. Publicly available business and audience data helps shape the journey, while human oversight keeps the guidance accurate and aligned with UST's services.
Gartner noted in 2025 that buyers' immediate problems can change when they move from searching to selecting, making recommendations irrelevant. Ask about current goals and circumstances before recommending a resource, then ground the selection in relevant technical expertise rather than relying only on inferred preferences.
Sources: UST NavigatorAI: Creating personalised experiences with generative AI