By Saravanan T, Director, Platform Engineering, Ascendion
Improving and innovating CX with Gen AI involves leveraging artificial intelligence (AI) technologies,
specifically generative models, to enhance and personalize interactions between businesses and their
customers. Generative AI opened various opportunities for innovation in Customer Experience space which can primarily empower the consumer with appropriate insights, let’s talk about few key areas,
Democratising Generative AI is a watershed moment in the Customer Experience to reimagine the whole journey.
Customer understanding and personalisation
Personalised content creation:
Generative AI can analyze customer data, transactions, and their preferences to create personalised content like product recommendations, tailored marketing messages, and individualized offers. This customisation can significantly improve customer engagement and satisfaction. This will benefit both the producers and consumers.
Predictive analytics for customer behavior:
Generative models can predict customer behavior based on historical data, allowing businesses to anticipate customer needs and preferences. Predictive analytics helps in proactively addressing customer concerns and providing a seamless and anticipatory customer experience.
Product and service innovation:
Generative AI can be used when the Product Teams are working on ideation, creation of new products
and services. By analyzing market trends, historical data, and customer feedback, Generative AI can
generate insights that guide businesses in developing innovative solutions that meet evolving customer needs.
Multichannel and omnichannel engagement
Enhanced user interfaces:
Generative AI can contribute to the development of more intuitive and user-friendly interfaces. By
understanding user behavior and preferences, Generative AI can Dynamically adjust/generate interfaces
that can adapt to individual users, making interactions smoother and more enjoyable.
Predictive capabilities: Generative AI can analyze historical data and identify patterns to predict future
customer behavior. This can help businesses anticipate customer needs and take proactive measures to
meet them.
Virtual try-on and augmented reality:
Generative AI can be applied to virtual try-on experiences, allowing customers to virtually test product
combinations before purchasing. This is particularly valuable in industries like fashion, cosmetics, and
furniture, where visualising products in real-world contexts enhances the customer’s decision-making
process.
Customer service and support
Customer self-assist:
Generative AI powered chatbots and virtual assistants that provide real-time assistance to customers.
These can answer queries, provide information, and even perform tasks, offering a seamless and
convenient customer experience. Implementing generative AI in chatbots and virtual assistants enables
businesses to provide real-time, automated, and context-aware customer support.
Customer sentiment analysis:
Implementing generative AI for sentiment analysis allows businesses to gauge customer sentiment
based on online interactions, reviews, and social media. This information can be used to address
concerns promptly, identify areas for improvement, and enhance overall customer satisfaction. This also
can help the Customer Support Representatives in the non-voice support work as well.
Automated Routine tasks:
Generative AI can automate routine tasks, freeing up human agents to focus on more complex and
value-added activities. This can lead to quicker response times and improved customer satisfaction.
How to Effectively use Generative AI in Customer experience?
To effectively leverage Generative AI, businesses need to have a clear understanding of their customer’s needs and preferences, a robust data infrastructure, and the necessary technical expertise. Businesses also need to ensure that the use of Generative AI is ethical and responsible and that it complies with all compliance & regulations.
Generative AI systems can continuously learn from customer interactions, feedback, and market
changes. This adaptive learning ensures that businesses stay responsive to evolving customer
expectations and market trends.
Leveraging generative AI in customer experiences empowers businesses to deliver more personalized,
efficient, and innovative interactions, ultimately nurturing stronger customer relationships and loyalty.
