REINVENTING CUSTOMER ENGAGEMENT THROUGH INTELLIGENT SYSTEMS

Summary

The customer service function stands to be revolutionized by GenAI, particularly by text‐and‐speech models. But customer service isn't the only aspect of customer engagement that can benefit from GenAI; through new personalized offerings, preventive interventions, and intelligent products and services, GenAI will transform how brands interact with their customers. Personalization is a huge theme in GenAI, and we can expect all organizations to unearth new opportunities to provide personalized solutions for customers. GenAI can assist with this by understanding the customer's history and preferences, and generating thoughtful suggestions and recommendations. Personalization also enables a new level of proactive responsiveness for organizations. From identifying potential issues and malfunctions before they occur, to delivering proactive advice that helps customers achieve their goals, GenAI can help businesses better anticipate their customers' needs. Customer engagement is a topic that applies to any organization across any industry.