The rise of new technologies has driven digital transformation in various industries around the world. Businesses in Asia are no exception, as they continuously develop methods to improve their services in order to provide better customer experience and thus remain competitive in their respective fields. Generative artificial intelligence, also known as GenAI, has emerged as a strong technology that can potentially transform customer experience (CX).
Generative AI focuses on creating new and unique material rather than simply analyzing current data. Unlike traditional AI, which depends on pre-programmed rules and organized data, generative AI uses advanced algorithms, such as deep learning neural networks, to discover patterns from massive datasets and then generate new content with human-like creativity.
A recent report by the International Data Corporation, or IDC, titled "Applications of Generative AI in Customer Experience,” delves into the Gen AI environment and its implications for customer experience. According to the survey, 70% of c-suite executives in the Asia-Pacific region are either considering or already investing in Gen AI use cases, indicating a substantial shift toward embracing this technology to generate improved customer relations.
"Gen AI holds immense potential for CX. Experimenting with this technology will also help determine which use cases — customer-facing or employee-facing — constitute the greatest value for a specific business model. Those technology vendors who identify and iteratively test these factors early with the right metrics will become the game changers,” said Lavanya Jindal, market analyst, customer experience and enterprise applications, IDC Asia Pacific.
Implications of GenAI for Customer Experience
According to IDC, the top five use cases of GenAI in the region are knowledge management, code generation, marketing, conversational apps and design. While each of these apps has advantages, information management, marketing and conversational applications have the greatest impact on improving CX.
Generative AI provides a number of advantages that can improve customer experience and boost commercial success, including a hyper-personalized customer experience. Because GenAI can deliver customized insights, firms can design experiences tailored to specific customers. Companies may give individualized product recommendations, services and content by evaluating customer data and behavior, boosting brand loyalty and satisfaction.
For example, businesses use chatbots and virtual assistants that are able to engage customers in more natural and personalized discussions. Through machine learning, these AI-powered assistants can understand context, adapt to individual preferences and continuously improve their responses. Customer encounters become more efficient and informative.
GenAI can also enhance employee productivity and efficiency by automating manual processes, allowing employees to focus on more vital and creative aspects of their roles. This improves not only operational efficiency but also the quality of service given to clients.
GenAI in Retail
When it comes to retail, GenAI has also emerged as a substantial technology that is revolutionizing the industry not only in customer support but also in supply chain operations. GlobalData, a leading data and analytics company, emphasizes GenAI's impact in retail, enabling businesses to respond to individual requirements and create long-term relationships with customers.
Kiran Raj, practice head of disruptive tech at GlobalData, commented, “In a retail environment where the product-to-experience shift is increasingly significant, GenAI can enable the creation of immersive, personalized experiences, integrating virtual and physical retail spaces in a manner that resonates with modern consumers’ expectations. Moreover, it is no longer about a one-size-fits-all engagement; rather, it is about a tailor-made experience catering to individual needs.”
GlobalData's latest Innovation Radar report, "Cognitive revolution: GenAI meets retail," provides a detailed look at how GenAI is being applied across the retail value chain. The possible applications of GenAI range from inventory management and targeted marketing to customer experience and assistance.
GenAI can optimize inventory planning for retailers by evaluating data on product demand, seasonal trends and supply chain logistics. This results in more efficient stock management with fewer stockouts and overstocks. Moreover, retailers can create highly focused marketing campaigns thanks to GenAI's ability to evaluate client behavior and preferences. Customized promotions and product recommendations make shopping more enjoyable for customers, boosting their likelihood of purchasing.
Investing in GenAI
Despite economic difficulties, companies in the Asia-Pacific region continue to invest in CX improvements, understanding the essential role it plays in customer retention and growth. Zendesk, Freshworks, Intercom, Salesforce and Baidu are among the technology companies that have focused their GenAI efforts on conversational apps. These businesses see the untapped potential in customer journeys that can be enhanced by AI, thereby enhancing the overall value of customer experience .
According to IDC, by 2025, 45% of Asia-based 1000 companies will use AI and machine learning (ML) to elevate context and guide clients into unexpected and novel experiences. This forward-thinking approach promises to improve customer experience and lead enterprises to greater success.
Generative AI surely has tons of benefits and potential. It does, however, provide issues, such as the possibility of biased or unsuitable material, which necessitates thorough ethical considerations and appropriate safeguards during development and deployment.
