Damian Madden 
  Global Head of Digital and Innovation 
  The Woolmark Company

Damian Madden

Global Head of Digital and Innovation

The Woolmark Company


  The Woolmark Company
Australia

About

Artificial intelligence (AI) is a buzzword and too many people don’t understand how to properly utilise it.

That’s according to Damian Madden, Global Head of Digital and Innovation at The Woolmark Company.

“A lot of people just go, ‘Oh, we'll just chuck some AI at it and it will fix everything’,” he says. However, Madden wants to stress that AI isn’t a “magic silver bullet”.

“It isn't about machines getting smarter; it's about machines making you smarter. And if you re-frame the way that you think about it, you can actually use it to empower you much more.”

In order to best do this, a culture of innovation is required and Madden will share his own learnings and strategies in this department at ADMA Global Forum.

For Madden, whether you’re utilising AI, machine learning or IoT technology, customer experience boils down to one thing. He says: “It's really about listening to the customer.”

He adds that the customer needs to be at the start and the end of the process, a recent development. “Everyone thinks, ‘Oh, I put my customer first all the time.’ But too often the customer is only at the end. It's actually once you get a product into a customer's hands that you really start focusing on them,” he says.