Observed Signal · Jul 14, 2023 · Trend Report · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
AI-Augmented CX: The New Horizon of Customer Service
This editorial from CMSWire explores the transformative potential of generative AI in customer experience (CX). It highlights that 92% of companies have already adopted generative AI, according to Twilio Segment. The article discusses how AI chatbots, trained on company-specific knowledge, can handle queries without human intervention, freeing staff for complex tasks. Challenges include the risk of poor integration leading to user dissatisfaction, as cautioned by Forrester. The future points to Gartner's Digital Twin of the Customer (DToC) concept, a virtual customer model that could revolutionize personalization. The piece is part of a series comparing human and AI journalism, detailing how ChatGPT-4 edited the author's draft but failed to meet the required word count and altered a direct quote, underscoring the need for human oversight in AI usage.
Provides industry insights into AI-augmented CX adoption trends and challenges, but does not report a specific company event or product launch.
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Key Takeaways & Evidence Grounding
- 92% of companies have incorporated generative AI into their operations, according to Twilio Segment.
- Gartner's 2022 Hype Cycle envisions the Digital Twin of the Customer (DToC) as a key emerging technology with mainstream adoption 5-10 years away.
- Forrester Research warns that poorly integrated generative bots can lead to disappointing user experiences.
- The article is Part 3 of a series where CMSWire tested AI vs. human journalism; ChatGPT-4 produced a 580-word output in 4 minutes but fell short of the 750-word minimum.
- ChatGPT-4 edited a direct quote from Kerry Robinson of TotalRetail, altering its wording, which is considered a journalistic no-no.
Connected Companies & Entities
4 Entities mapped“as reported by Twilio Segment, a remarkable 92% of companies have now incorporated generative AI into their operations...”
“Forrester Research highlights this predicament, cautioning about the risks associated with hastily integrating generative bots....”
“Gartner's 2022 Hype Cycle for Emerging Technologies envisions the advent of the Digital Twin of the Customer (DToC)....”
“she asked OpenAI's ChatGPT-4 to 'please polish and edit the following article.'...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Verndale Launches AI Visibility & Content Supply Chain Services
Verndale, a digital consultancy, has introduced new services to help marketers measure and improve their brand's visibility in AI-generated answers. As AI assistants like ChatGPT and Google's AI Overviews increasingly influence research and buying decisions, brands need to know whether they are mentioned, recommended, and correctly described in these responses. Verndale's services include an AI Visibility assessment that tests real audience questions across major AI platforms, identifying gaps in brand mentions and citations. They also offer an AI-Ready Content Supply Chain Assessment to optimize content operations for AI-era discoverability. The company cites research from SparkToro showing 68% of Google searches end without a click, and Gartner reporting 45% of B2B buyers use generative AI for purchase research. A case study with Quinnipiac University demonstrated significant improvements in content optimization and AI readiness through governed agent workflows.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
AI Visibility Requires English-Language Footprint for European Startups
This article discusses how the rise of generative AI and conversational search is changing B2B buying behavior, particularly for European startups targeting international markets. It highlights that with ChatGPT surpassing 900 million weekly users and 94% of B2B buyers using generative AI in purchase decisions, visibility in AI-generated answers is becoming critical. Traditional SEO is giving way to Generative Engine Optimization (GEO), which relies on a company's footprint across credible English-language sources. The article notes that most AI assistants evaluate live sources, favoring English content, and that smaller European languages constitute less than 0.6% of web content. It advises startups to build an international ecosystem of mentions, structure content for AI extraction, and maintain an equally strong English footprint. The piece underscores the importance of tracking share of voice in AI models.
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