Accenture has unveiled an interactive innovation centre, which will showcase how consumers are engaging with new technologies.

The facility has been built in Sophia-Antipolis, France, and is designed to demonstrate to Accenture clients how digitisation is changing the way that customers connect with brands.

The effects of social media, wearable technology, the Internet of Things and artificial intelligence on marketing, sales and customer service will all come under the spotlight in sector-specific workshops that will be run at the site.

Accenture noted that the need to innovate around digital services remained an imperative for today’s companies. A report from Fjord, an Accenture Interactive division, predicted that over the next five years, sensors, the cloud, connected smart devices and real-time analytics would form a new layer of connected intelligence between businesses and consumers.

Accenture’s Alexandre Naressi, who is heading up the new interactive centre, said: “Today is the most challenging and yet exciting time for brands to innovate around the customer experience. Social media, wearable technology and Big Data are adding a new, dynamic level of complexity to the brand-customer interaction. This requires companies and marketing departments to stay on top of digital developments and kick off strategic innovation processes to better serve the digital customer.”

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