Generative AI in customer experience

Generative AI in customer experience

Generative AI, also known as generative models or generative adversarial networks, is a subfield of artificial intelligence that focuses on creating models capable of generating new data that is similar to the original input data. In other words, generative AI is the process of using machine learning models to produce novel content that is similar to the training dataset. ChatGPT is the most popular generative AI used to generate original content such as text, images, and sound by replying to conversational text prompts.


Generative AI is used in a wide range of applications, including image and video synthesis, natural language processing, and music composition, among others. One of the most notable applications of generative AI is in the field of image synthesis, where it has been used to create realistic images and videos that are indistinguishable from real-world scenes.

The process of generative AI involves training a neural network on a large dataset of examples. The network learns to identify patterns and structures in the data and use them to generate new examples that are similar to the learning examples. The key to the success of generative AI is the ability of the neural network to generalize from the training data and generate new data that is not part of the training set.


In recent years, generative AI has been increasingly used in customer experience to enhance interactions between businesses and their customers. The impact of generative AI in customer experience has been significant, and it has revolutionized the way businesses interact with their customers.

One of the primary ways in which generative AI has impacted customer experience is by enabling businesses to personalize interactions with their customers. By analyzing customer data, generative AI algorithms can create personalized recommendations, offers, and messages that are tailored to each customer’s specific needs and preferences. This presents a huge potential to increase customer satisfaction and loyalty, as customers feel that their needs are being met in a more personalized way.

Another way in which generative AI has impacted customer experience is by enabling businesses to automate customer service interactions. Chatbots powered by generative AI such as ChatGPT can provide customers with quick and accurate responses to their queries, without the need for human intervention. This has the potential to reduce wait times and increase customer satisfaction, as customers can get their questions answered quickly and efficiently.


Generative AI has also impacted customer experience by enabling businesses to create more engaging and interactive content. For example, businesses can use generative AI to create personalized videos or interactive content that is tailored to each customer’s interests and preferences. This has the potential to increase customer engagement and retention, as customers are more likely to engage with content that is personalized and relevant to their interests.

However, the impact of generative AI in customer experience is not without its challenges. One of the primary challenges is the need to ensure that the generated content is ethical and unbiased. Generative AI algorithms can inadvertently perpetuate bias if they are trained on biased data, which can result in discriminatory or unethical content being generated. It is therefore important for businesses to ensure that their generative AI algorithms are trained on unbiased data and are regularly audited for ethical and legal compliance.


In conclusion, generative AI has had a significant impact on customer experience, enabling businesses to personalize interactions, automate customer service interactions, and create engaging and interactive content. While there are challenges associated with the use of generative AI in customer experience, such as the need to ensure ethical and unbiased content, the potential benefits of using this technology are significant. As generative AI continues to evolve, it is likely that its impact on customer experience will only continue to grow.

The author is the Founder and CEO of Hungry Workhorse, a digital and culture transformation consulting firm. He is a Fellow at the US-based Institute for Digital Transformation. He teaches strategic management in the MBA Program of De La Salle University. The author may be emailed at