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Organizations everywhere have been trying to realize the real value of generative AI in recent years, but many haven’t yet adopted the technology to its full potential. It’s just the beginning for marketing teams learning how to use generative AI to improve customer service, marketing and advertising.
Buddy Waddington, insights and AI solutions specialist at Sprinklr, spoke to CMSWire about the innovative use cases for generative AI, the content creation improvements it provides and the ways in which organizations can get the most out of the technology.
Better Chatbots Than Ever Before
Chatbots are one significant use case for generative AI, making it possible for customers to access 24/7 support — albeit intelligent support that is continually learning how to improve based on analytics. The ability to solve customers’ problems and complete tasks without requiring people to talk to a human is something that significantly impacts how much customer support teams can accomplish. When organizations provide human or near-human interactions from AI, they unlock massive productivity improvements, Waddington said.
“Enterprise chatbots powered by generative AI will help millions of customers in 2024,” he added. “The magic of generative AI for customer experience is its ability to create a natural, conversational experience that is 100% automated.“
Not every customer interaction is simple, of course. More complex interactions require a human agent to help customers, but in these cases, generative AI can empower agents by giving them automatic summaries of customer issues, suggesting responses based on similar issues and optimizing response messages for tone, language, relevance and accuracy, Waddington said.
Look Beyond Chatbots — Other AI Features Matter
Generative AI is a game changer for marketing teams, and its use cases extend far beyond chatbots, Waddington said. One significant feature is AI-empowered social listening capabilities. With this feature, marketers can anticipate customer behavior, forecast market trends and make data-driven decisions.
In addition, generative AI gives organizations the tools to personalize customer interactions at scale. Personalizing content to narrow groups of customers is overwhelming, especially for organizations attempting to personalize for individual customers or groups of few customers. Generative AI makes this narrow personalization significantly more manageable.
Finally, generative AI also plays a key role in improving campaign reporting. With AI-powered insights, marketing teams can continuously monitor the performance of marketing campaigns across different digital channels in real time.
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“By quickly understanding which channels or campaigns are delivering the best results, marketers can easily reallocate resources away from underperforming channels and double down on the ones driving the most significant impact,” Waddington said.
Improvements in Content Creation
Creating content that is carefully crafted, effective and engaging is no easy feat, especially considering how many channels marketing teams use. Both speed and scale are vital to create effective content that accurately meets brand guidelines.
“In 2024, we’ll see enterprises take generative AI to a whole new level for creating compelling marketing copy, social media posts and customer service responses,” Waddington said.
He added that he believes part of this increase in content will include more multilingual content creation. Brands can use generative AI models to draft content in multiple languages, eliminating the need for costly and time-consuming translation efforts.
Looking for the Most Effective Generative AI Solutions
When looking for AI solutions, it’s important for organizations to look for solutions with consistent and accurate large language models. These are necessary to create an excellent customer experience. That's why, for example, Sprinklr leverages substantial, high-quality datasets for training its AI models, Waddington said. Beyond accuracy and consistency, he added, other critical factors to consider in AI systems include performance, security and latency.
“Our in-house AI expertise and our dynamic approach to general purpose LLMs are essential for delivering precise and impartial insights,” he said.
Companies use Sprinklr’s artificial intelligence capabilities – called Sprinklr AI+ – in many ways, like giving customer support representatives a quick way to create accurate, brand-appropriate responses to customers. They also have access to social listening features that let them learn about and respond to social media conversations about the brand in real time. Click on the link below to learn more about Sprinklr AI+ and how it helps organizations deliver meaningful, efficient customer experiences.