55 percent of organizations are piloting or in production mode with generative AI (GenAI) – as per a recent Gartner report.
It also reveals that the business functions with the highest adoption rates are: software development, marketing, customer service, and sales.
The chart below – which showcases GenAI investment by business function – highlights this.
Moreover, it emphasizes the significant value customer-facing functions see in the technology.
That value covers many possible use cases. For instance, LLMs like ChatGPT may support service in managing knowledge, sales in prioritizing leads, and marketing in creating customer segments.
Yet, perhaps the most alluring use case across each of the three functions is auto-generating customer communication and business messages.
The Impact of LLMs on Messaging in Customer Service
LLMs gauge customer intent. They then parse the contact center's knowledge sources – such as its knowledge base, web FAQs, and CRM – to auto-generate a response to various queries.
Using the CRM, it may also personalize the reply. Meanwhile, in understanding the context, some GenAI solutions can even change the tone of their response.
One conversational AI provider recently shared an example of how its solution could do so. In this, the customer submits the following message to a travel company:
“This is Sebastian. I need to change the time on my ticket. We have a family emergency and need to get to London as soon as possible.”
Instead of responding simply with: “What’s your ticket number?”, the GenAI-powered solution generates a more empathetic response:
“Sorry to hear about the emergency, Sebastian. Could you please provide me with your ticket number so that I can help you get to London as quickly as possible?”
As such, the technology enables a more personable, compassionate messaging interaction.
Yet, before sending each message, agents have the opportunity to review and make edits. That guards against the much-publicized “GPT hallucinations”.
CPaaS providers have proven very quick to make this use case available across many business messaging channels.
For instance, HORISEN makes auto-generated messages possible across RCS, Google Business Chat, and even Viber – alongside various other channels.
However, in addition to service, it does so for sales and marketing use cases.
The Impact of LLMs on Messaging in Sales
Like their service counterparts, sales teams may utilize ChatGPT to draft client responses.
Yet, they may also use such LLMs to auto-generate insights that sales personnel may leverage to better inform their messaging strategies.
For example, they may use the technology to uncover their most valuable customers. That info will help the business prioritize its renewals, and a simple message could kickstart that process.
Moreover, LLMs may also parse historical customer interactions and spotlight the customer’s channel preferences – whether that is WhatsApp, Messenger, or another channel.