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Home Digital How generative AI will revolutionize the CX landscape

How generative AI will revolutionize the CX landscape

by Uma Rajagopal
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How generative AI will revolutionize the CX landscape

By Zarnaz Arlia, CMO, Emplifi 

Unless you’ve been hiding in a cave, it’s impossible to ignore the undeniable truth: ‘generative AI’ has stormed the scene and revolutionised everything. While AI has been making lives easier for both customers and brands for a while now, awareness of the technology’s potential continues to grow rapidly. New and increasingly publicly accessible developments, such as ChatGPT, are gaining popularity as they become more widely known and widely available. 

For Customer Experience teams in particular, generative AI has the capabilities to help us overcome some of the biggest industry challenges, such as the daunting task of maintaining a consistent flow of content. Clearly, such technologies have the potential to assist with many day-to-day functions, from the automation of processes like content development, data collection and analysis, to the augmentation of CX initiatives to create faster operations. 

However, like all transformational forces, its role as a disrupter depends on how it is used and trained. Despite its abilities, it’s important to remember that generative AI will not, and should not, replace CX teams – and there are many ‘no-go’ areas in which using AI will hinder rather than help. That being said, let’s explore the different ways that AI can be used to help businesses shape their customer experience strategies, as well as the key considerations for brands to ensure the technology is utilised effectively.

  • Delivering enhanced personalisation

For brands, generative AI can go a long way in delivering more personalised customer experiences, essential in maintaining a loyal customer base and boosting revenue. By analysing customer data, such as purchase history, browsing behaviour, and social media interactions, AI algorithms can provide tailored recommendations and messages that meet customers’ needs and preferences. 

This not only provides more personalised experiences but also offers actionable insights to help organisations evolve their CX strategies. With these insights, emails will become more compelling,  target apparel will be just the right shade of blue, and landing pages will greet customers with content aligned with their needs, interests, and ideals.

  • Handling customer queries in real-time  

Anyone who has worked in Customer Service understands the challenge of responding to the sheer volume of customer queries at a near-constant rate. Generative AI’s ability to produce customer-facing copy is a godsend to teams who are already stretched to their max capacity – helping them to perform core tasks with greater ease and speed. 

For example, AI technologies can be used to create initial drafts of social copy that incorporate a brand’s tone and its preferred emojis, hashtags or questions, while ensuring that AI-generated responses are underpinned by important customer data. This is possible because OpenAI’s ChatGPT framework is a state-of-the-art language generation model trained on a massive amount of available text data, rules, and algorithms from the internet to generate human-like text based on a given prompt. The programme can then be trained and calibrated with more information to produce responses at scale. 

However, while social media copy generated by AI might be a useful starting point to speed up the process, a human touch is vital to ensure posts are on brand and customer responses are factually accurate and feel authentic. After all, AI models are only as accurate as the data it’s built on, which for ChatGPT stops in 2021. 

  • Measuring CX performance at scale 

AI technologies can also be used to blend competitive intelligence, market trends and customer data at speeds that no human can achieve. While performance analysis isn’t simple, the more information a brand has at their fingertips, the better informed their decisions will be  – even more so if they have programs in place to act upon this intelligence. 

While the benefits of generative AI are plentiful, we can’t ignore the privacy concerns raised around the datasets that underpin ChatGPT’s AI models. From a CX point of view, the information inputted into AI systems can be regurgitated back out, which poses a threat to accurate measurement and customer information. Therefore, to mitigate privacy concerns, brands need to train their AI models with strict guidelines, feeding them with data that is legally obtained and compliant with GDPR laws. 

Looking ahead

When it comes to utilising generative AI for CX purposes, the call to action is clear – leverage this technology but do so responsibly. It’s easy to get caught up in the capabilities of generative AI, but it’s important to stress that this technology isn’t a people replacer. Instead, it’s a people enhancer. At the same time, AI tools like ChatGPT can’t thrive without being fed reliable and factual data sets from, you guessed it, humans. 

So, for now, I think it’s safe to say a robot takeover is still a fictional fantasy. However, the brands and CX teams that lean into emerging AI technologies will ultimately reap the most radical benefits. 

 

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Uma Rajagopal has been managing the posting of content for multiple platforms since 2021, including Global Banking & Finance Review, Asset Digest, Biz Dispatch, Blockchain Tribune, Business Express, Brands Journal, Companies Digest, Economy Standard, Entrepreneur Tribune, Finance Digest, Fintech Herald, Global Islamic Finance Magazine, International Releases, Online World News, Luxury Adviser, Palmbay Herald, Startup Observer, Technology Dispatch, Trading Herald, and Wealth Tribune. Her role ensures that content is published accurately and efficiently across these diverse publications.