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Generative AI for customer experience

Generative AI has been a hot topic in the tech world lately. While most of the conversation has focused on its use in chatbots, our research suggests that we need to look at it more holistically to drive impact at the enterprise level.

Generative AI possesses the capacity to profoundly enhance customer experience (CX) in various domains, leading to valuable outcomes beyond just productivity gains and cost reduction. Generative technologies provide strong foundational capabilities that can be applied across the customer lifecycle to enhance CX. One key ingredient to delivering an engaging experience is content. Content plays a critical role in creating engaging and memorable experiences across digital touchpoints. Generative AI can help businesses create more personalized and relevant content at scale.

Redefine CX with Generative AI.

With the capability of generative AI tools evolving rapidly, our client organizations are working hard to understand how the customer will be disrupted, what the future of customer experience looks like and what opportunities this presents for them. There are a lot of unknowns, but what we do know is that through the power of Generative AI, organizations can enhance their relationships with their customers through greater personalization.

As executives begin to consider the commercial implications for Generative AI technology, many are prioritizing the opportunity for it to elevate customer experience and drive growth. According to a recent Gartner poll, 38% of executives indicated the primary focus of Generative AI- investment is customer experience.

With commercial use cases emerging rapidly, executives will need to consider where generative AI can enrich customer journeys; how it might be integrated and what the potential implications are for employees.

A new era of customer experience with Generative AI

We’re entering new frontiers of customer experience and moving to an era of experience empowerment. We believe the generative AI is a tool that can not only enable efficiency and enhanced creativity, but it can significantly empower both customers and employees.

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        The genie is out of the bottle

        According to Capgemini research, consumers would like to see a broad implementation of Generative AI across their interactions with organizations. In fact, Generative AI tools such as ChatGPT are becoming the new go-to for 70% of consumers when it comes to seeking product or service recommendations, replacing traditional methods such as search.

        Consumer adoption of Generative I tools has been faster than any previous technology or platform – Generative AI is fundamentally changing the way we consume information, solve problems and generate ideas.

        Imagine elevating and scaling self-service cross your service and commerce channels; enhancing customer service through scaling consistent quality of service delivered by your frontline staff; improving the scale, consistency and reach of great content and campaigns; improving productivity and consistency of complex product and service salespeople to orchestrating personalized journeys cross all customer interactions and cross complex ecosystems.

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        AI can deliver benefits that save time and money, enhance customer experience, and improve efficiency.  But the challenge for organizations is how to adopt Generative AI successfully and deliver competitive advantages without exposing themselves to significant risks. Because generative AI can make critical errors, companies must ensure that they are in control of the entire process, from the business challenges they address to the governance that controls the model once it is deployed.

        With Generative AI for CX, we help organizations develop tuned foundation models and help them navigate the complexities smoothly. To help our clients deliver innovative, transformational customer experience faster and at scale, we leverage our Digital Customer Experience Foundry which is a collaborative and dynamic environment for ideation and innovation. Fostering collaboration with our clients and partners, it operates as a global delivery incubation hub for addressing the current and future business needs of our clients worldwide, in all industries.

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        Meet our experts

        Alex Smith-Bingham

        Executive Vice President, Group Offer Lead for Customer First; Digital Customer Experience Lead for UK
        “Customer Experience covers all the support and help our clients need between them and their customers. This will range from changing their purpose, their propositions, new capabilities in sales/service/marketing and commerce, immersive experiences, new operating models, and new ways of working and ecosystems. We harness our global capability in strategic innovation (frog), business consulting, DCX solutions, Insight & Data and run operations in technology and business services.”

        Darshan Shankavaram

        Executive Vice President, Digital Customer Experience Global Practice Leader
        Darshan is globally accountable for directing and building the Capgemini Group’s capabilities, delivery, service and portfolio for its 25,000 strong Digital Customer Experience (DCX) Practice. He has over 30 years of industry experience, including 15 years in Digital and Mobile. With his vast knowledge of business consulting, domain, and technical implementations, he has successfully led many large CX transformation programs.

        Naresh Khanduri

        Global Generative AI for CX Lead, Capgemini
        Naresh with over 6 years at Capgemini, currently serves Executive Vice President – Global Head Generative AI for CX. He drives the design and execution of key strategies that differentiate Capgemini in the marketplace. His expertise in Data and Generative AI enhances customer experience across Marketing, Sales, Service, and Commerce, shaping the future of CX through innovative AI applications.

        Mark Oost

        Global Offer Leader, AI Analytics & Data Science
        Prior to joining Capgemini, Mark was the CTO of AI and Analytics at Sogeti Global, where he developed the AI portfolio and strategy. Before that, he worked as a Practice Lead for Data Science and AI at Sogeti Netherlands, where he started the Data Science team, and as a Lead Data Scientist at Teradata and Experian. Throughout his career, Mark has had the opportunity to work with clients from various markets around the world and has used AI, deep learning, and machine learning technologies to solve complex problems.

        Steve Hewett

        Head of Customer Transformation, frog, Capgemini Invent UK
        Steve specializes in the digital transformation of ‘retailing’ – he is leading our offer development for how generative AI will impact the e2e CX of our clients and their customers – from how it will help to set new customer experience strategies & develop new propositions to how it will transform digital marketing, omni- commerce, store experience & operations, customer service, and CRM & Loyalty.