Taylor Swift may be TIME Person of the Year. But the true luminary of CX in 2023 is, undoubtedly, GenAI.
ChatGPT, introduced as an early version of the GPT-3 framework, was initially launched in late 2022. While many lauded it as AI’s ‘iPhone Moment’, others have likened it to the creation of the internet itself. Throughout 2023, it’s evolved alongside other GenAI models, such as Bard and Claude, and advanced in their ability to analyse, interpret large swaths of data and deliver more sophisticated and accurate responses.
By now, the adoption of GenAI by businesses is widespread. One-third of organisations reported that they regularly use GenAI tools in at least one business function. In Customer Experience, the impact is equally transformative. GenAI provides the means for businesses to enhance customer interactions and improve customer service. Most of all, it propels them closer to (finally) implementing that predictive experience on their strategy maps since the early-2000s.
It goes without saying, then, that GenAI has made its mark — quite a significant one, at that — on how businesses and their customers interact and engage with each other:
1. Hyper-Personalisation
Customers can receive suggestions and content that feel tailor-made to them, as AI analyses their past interactions, preferences, and behaviours. This means a more relevant and satisfying experience, as if the brand knows them personally.
Grab curates and displays, whenever users log in, a list of personalised food options based on their order history, which takes into account intricacies such as the individual’s food preferences at different times of the day.
2. Content Creation
AI helps to streamline the creative process, from brainstorming content ideas, creating detailed outlines and crafting initial drafts, conducting preliminary research, to creating stunning visuals to enhance storytelling.
Pizza Hut HK, for example, launched its first AI deepfake campaign, as part of marketing efforts for its new Seafood and Chicken Twisted Crust Pizza.
Another example that caught my attention is the Twilio’s CustomerAI Generative Journeys. Users need only to describe their campaign type, their target audience and the campaign channels they wish to use. Twilio will then create the entire customer journey for them, skipping entirely the process of manually creating the journey.
3. Dynamic Interaction
Customers are able to experience more natural and helpful interactions as the AI systems learn, through each interaction, to be more nuanced and effective. This brings about quicker, more contextual and accurate support, all with a feeling of a genuine conversation.
Lazada’s AI assistant “LazzieChat” is said to handle inquiries, and serves to assist users as their digital personal shopper.
4. Predictive Analysis
Customers can benefit from anticipatory services as AI predicts their future needs and preferences.
Tesla uses AI to predict when a Model 3 needs maintenance, notifying owners proactively to schedule service. By analysing data from the vehicle’s sensors and cameras, the system is able to detect potential problems before they occur, reducing downtime and improving overall reliability of the car.
5. Feedback Analysis
With AI, companies are able to process, categorise and derive insights from a vast amount of information from diverse data and feedback sources, such as social media, voice calls, surveys and emails. Amazon launched an AI-powered feature, that displays a short paragraph on the Product Display Pages, highlighting the product features and customer sentiment most frequently mentioned across the reviews of the particular product. This helps customers determine at a glance whether the product is right for them.
As tech revolutions go, we’re still in the early days for GenAI. We’re only just starting to explore what’s possible. Yet it accelerated our ability to connect, communicate and cater to our customers. And all this in its early years.
We’re just embarking on a broader journey with AI. I can’t wait to see what 2024 brings.
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