“Our digital experience is our brand”: Conversation with Scott Gentz of AT&T

AT&T's digital transformation journey focuses on adopting a structured content model to provide a consistent and personalized multichannel experience for customers. Spearheaded by Scott Gentz, the initiative aims to meet heightened customer expectations by shifting from monolithic to distributed applications, decoupling platforms, and employing microservices for flexibility and scalability. The transformation addresses internal challenges such as content redundancy and misalignment across channels, facilitating faster market entry and improved customer loyalty. Additionally, AT&T emphasizes the importance of cultural change alongside technological innovation, encouraging teams to adapt to new roles and processes. By leveraging domain-driven and behavior-driven design principles, the company is enhancing its content delivery through real-time data and emerging technologies like Edge Decisioning and Generative AI, ultimately aiming to optimize customer experiences using low-code strategies.