The Role of Generative AI in Enhancing Automated Customer Experiences

Retailers and organizations striving to implement enhanced automation processes to meet customer demands might find competitive business advantages in using artificial intelligence (AI) to create conversational customer experiences (CX). A Gartner survey released last year revealed that 80% of executives believe they can apply automation to any business decision. It showed how organizations are evolving their use of AI as part of their automation strategies that are becoming embedded in digital business operations. “The survey has shown that enterprises are shifting away from a purely tactical approach to AI and beginning to apply AI more strategically,” said Erick Brethenoux, a vice president analyst at Gartner. “For example, a third of organizations are applying AI across several business units, creating a stronger competitive differentiator by supporting decisions across business processes.” This research suggests that customer expectations have evolved significantly, placing a premium on fast, personalized, and convenient experiences across all communication channels, including messaging, chat, and voice. AI delivers on those expectations and can make experiences more conversational for customers. That is also the approach Rebecca Jones, general manager of Mosaicx, is taking in providing AI services to her company’s CX services. She is a strong advocate of implementing conversational AI to empower businesses to enhance and tailor CX and thereby increase competitive advantage. “I think it’s essential for leaders to understand all the latest advancements in AI and ensure that they’re staying ahead of the curve and understanding the implications for their industry or their business operations,” Jones told CRM Buyer.