Generative AI has ignited a spark of innovation across the customer experience space, triggering customer-facing teams to deploy various use cases.
In doing so, the tech is not only helping sales, service, and marketing teams generate insights, but it’s also helping them turn that insight into action.
That’s evident in the top 11 use cases for GenAI, as shared below.
Each use case is deployed in more than a third of businesses, as per CX Today’s recent report: “AI in Customer Experience: Where Are We Now, And Where Are We Going?“
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GenAI in Contact Centers
In 45.5 percent of businesses, contact centers have received more GenAI investment than commerce, marketing, and sales.
Such statistics highlight the opportunity customer service teams have to utilize the technology and transform their daily operations.
As they’ve started to do so, here are the four use cases they’ve most likely already implemented:
1. Auto-Generating Customer Replies for Agents (50.2 percent have done so)
A GenAI-powered virtual assistant can understand customer intent and – typically across digital channels – suggest a reply by scouring relevant knowledge and data sources. The live agent can then review, edit, and send these to the customer.
2. Automating Quality Assurance (QA) Processes (45.1 percent)
GenAI can scour conversation transcripts to score each customer interaction and evaluate the agent’s performance. While this is also possible through NLP, GenAI is augmenting these systems and also helping to surface performance improvement and agent recognition opportunities.
3. Auto-Generating Knowledge Articles (39.0 percent)
By analyzing successful customer conversation transcripts – across a particular intent – some GenAI applications can decipher how to best answer that query. They can then create new knowledge content to support live and human agents.
4. Automating After Call Work (ACW) (38.0 percent)
Some GenAI applications can assess a conversation, summarize it, and then send it to the CRM. Also, they may help to tag the intent and automate a post-contact follow-up to shave more seconds off every customer interaction.
Contact centers benefit significantly from these advancements, achieving faster resolution times, enhanced customer satisfaction, and reduced operational costs.
GenAI in Sales
84.5 percent of sales teams have deployed at least one GenAI use case. These include utilizing the tech to update sales materials, recommend up/cross-sell opportunities, and make in-call coaching suggestions.
However, these aren’t the most implemented, with the four use cases being deployed by over a third of sales teams.
5. Automating Lead Generation Initiatives (42.3 percent)
B2B sales teams especially like to leverage GenAI for lead-gen activities such as building the business’s ideal customer profile. They may then use the tech to determine which companies match it based on location, news, market trends, etc.
6. Auto-Generating Personalized Customer Comms (41.3 percent)
Sales personnel may use the tech to trawl through a customer’s data and recommend relevant content – like blogs, case studies, videos etc. – to link to in outreach emails. They can generate customer replies, as many service teams do.
7. Auto-Summarizing Sales Meetings (35.2 percent)
With GenAI, sales teams can auto-summarize calls and save them to the CRM. These summaries may include key discussion points, action items, deadlines, and miscellaneous notes.
8. Automating Customer Onboarding (35.2 percent)
After making a sale, an agent can use GenAI to next steps into action. These may include processing onboarding documents, mechanizing data entry, or developing a customer profile.
These capabilities empower sales teams to work smarter, not harder, resulting in increased revenue and improved customer relationships.
GenAI in Marketing
More than four in every five marketing teams have implemented a GenAI use case. Common examples include auto-generating outbound campaigns and customer segments.
Yet, these did not break the top three use cases for GenAI in marketing, leveraged by more than one-third of businesses already.
9. Auto-Generating Ad Copy (45.1 percent)
Leveraging GenAI, marketing teams are developing ideas for headlines, tags, and video ad scripts. In doing so, they’re editing and optimizing, accelerating the copy-creation process.
10. Auto-Generating Content for Blogs, Web Posts, & Images (44.6 percent)
Similar to the previous use case, GenAI is helping marketers develop content. Yet, here some brands are also using tools, like Adobe Firefly, for enhanced imagery. Soon, GenAI video models will come, too, with Adobe already releasing this capability in beta.
11. Automating Social Media Management Processes (39.9 percent)
GenAI is aiding the social media cycle by updating posts in real time based on audience engagement, monitoring social analytics, and spotting hot topics to post about.
These deployments highlight how marketing teams are utilizing GenAI to automate much of the underbelly of their operations. From there, they’re adding the finishing touches.
Discover More About the Current State of AI in Customer Experience
Generative AI is starting to transform CX, turning insight into action.
Yet, there’s much more to this new era of AI than prospective use cases. Brands need solid data, buy-in, and education strategies to grab the (robotic) bull by the horns.
For many, this is challenging. After all, this is their first AI rodeo.
Thankfully, CX Today’s latest industry study offers insight into not only what brands are doing with AI but how they’re doing it, too.
Eager to learn more? If so, download the full report here and start making inroads on your CX team’s next AI project.