Generative AI is becoming a key component of business operations and customer support interactions today. In line with Salesforce research, three out of 5 staff (61%) either currently use or plan to make use of generative AI of their roles. A full 68% of those employees are confident that the technology—which might churn out text, video, image, and audio content almost instantaneously—will enable them to offer more enriching customer experiences.
However the technology isn’t an entire solution—or a substitute for human staff. Sixty percent of the surveyed employees imagine that human oversight is indispensable for effective and trustworthy generative AI.
Generative AI has enormous potential to revolutionize business operations, but how corporations resolve to employ it should make all of the difference. Its full business value will only be achieved when it’s used thoughtfully to mix with human empathy and ingenuity.
Generative AI pilots across industries
Though the technology remains to be nascent, many generative AI use cases are beginning to emerge. In sales and marketing, generative AI can assist with creating targeted ad content, identifying leads, upselling, cross-selling, and providing real-time sales analytics. When used for internal functions like IT, HR, and finance, generative AI can improve help-desk services, simplify recruitment processes, generate job descriptions, assist with onboarding and exit processes, and even write code.
One in all AI’s great advantages for workers is its ability to take over mundane, rote, and time-consuming tasks. “Anything that’s repetitive and low-level could be offloaded to AI,” says Ramandeep Randhawa, professor of knowledge sciences and operations at USC Marshall School of Business. This could improve worker satisfaction, he says, since persons are less tied down by busywork.
Relating to customer experience, generative AI offers capabilities including sentiment evaluation, language translation, text classification, and summarization—all of which could be used to assist deliver highly tailored, contextually aware customer interactions. Generative AI can fuel advanced customer-facing chatbots, just like the one which triages your urgent message to your airline, but it could actually also empower agents behind the scenes, providing context, possible responses, and suggested next actions to the one who takes over handling your rebooking.
While chatbots aren’t recent, the general public release of generative AI technology over the past 12 months means they’ve improved dramatically in a short while. “Chatbots were around before, but generative AI has further increased their efficacy, in addition to the standard of output,” notes Vishal Gupta, vp at Everest Group. “Today’s chatbots are significantly more conversational, and so they can provide answers to more complex and tougher questions.”
“There just isn’t a single industry untouched by generative AI,” adds Gupta. “I see the potential in day-to-day work where every worker in any organization, in any industry, can use these tools to extend the standard of the work they’re doing, and likewise improve their productivity.”
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