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Accessing Intelligence: New Study Examines Effective Use of GenAI

By Tracey E. Schelmetic

There’s no question that generative AI (GenAI), when applied properly, can help companies boost engagement and save money in a customer support setting. But it’s important for companies to understand that more is not always better when it comes to automation. AI technology must be applied carefully and judiciously in order to avoid turning customers (and others) away.

In this vein, new research has found that many organizations lack clarity on how to effectively leverage AI technologies in the contact center. In response to this situation, Info-Tech Research Group has published its latest blueprint, “Generative AI Use Cases for Marketing, Sales, and Customer Service.” The global research and advisory firm's resource provides actionable insights and strategies to help IT leaders leverage GenAI to drive sales and enhance customer retention through personalized content creation.

Customer experience plays a pivotal role in setting companies apart, and GenAI has enormous potential to help in this area by offering services at lower costs. However, such affordability also brings significant challenges; IP infringement, data security issues and the need for workplace transformation, namely. To keep up with competitors, service professionals are pressured to use more sophisticated AI tools without fully understanding them. In its new research, Info-Tech highlights the importance of IT leaders understanding both the capabilities and the limitations of GenAI when integrating it into their work processes.

"The explosive popularity of GenAI is thanks to its low barrier to entry,” noted Sai Krishna Rajaramagopalan, research analyst at Info-Tech Research Group. “Anyone can access these large language models (LLMs) at any time from any place on Earth for free. This level of accessibility can be attributed to the fact that LLM owners like OpenAI and Google have a symbiotic relationship with end users. Companies need consumers to use their services to improve their models while users leverage GenAI services to help with their everyday workflow, creating new content like blog posts, emails and images. LLMs are offered free of cost for individual users and at minimal cost to businesses."




Edited by Alex Passett
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