Generative artificial intelligence (AI) is enabling a new era in customer experience that will transform the way customers interact with brands. How? In the last decade, AI has evolved from simple rule-based systems to sophisticated neural networks that not only recognize patterns in language, visual and data, but also generate new text, images, audio, video and synthetic data.
While conversational tools powered by generative AI garner the most attention, features like auto-complete, language translation, video transcription and auto-generated reports play a large role in shaping customer expectations around their everyday experiences.
A common mistake that many companies make with technological advancements is focusing on the technology rather than on the customer needs and pain points that it can solve. In this rapidly changing landscape, brands that act now to understand and leverage the transformational power of generative AI to improve their customer experience will have a competitive advantage.
Seizing the value of generative AI for customers
Recent advances in generative AI technology present an incredible opportunity to organize around customer outcomes. By prioritizing and delivering on use cases that address customers’ fundamental needs, brands can strengthen their customer relationships and accelerate growth.
There are three main ways that generative AI can benefit the customer experience: