Observed Signal · Aug 31, 2023 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Don't Leave Generative AI for CX and Marketing on Autopilot
This editorial by Gartner analyst Leah Leachman argues that while generative AI is becoming a must-have for marketing and customer experience, organizations risk amplifying existing customer insight gaps if they deploy it without human oversight and a renewed focus on customer research. Citing Gartner's CEO survey, which identifies AI as a top disruptive technology, and noting that only 5% of consumers recall valuable digital interactions with brands, the article warns against mass-producing content based on assumptions. It recommends using generative AI to analyze Voice of Customer data, such as surveys and reviews, to uncover satisfaction drivers and product opportunities. Examples include Amazon's use of generative AI to summarize customer reviews and a fitness wearable company using it to detect dashboard usage trends. The piece concludes that customer understanding should be prioritized over sheer content volume.
Opinion piece from a Gartner analyst providing strategic guidance on generative AI in marketing, relevant to MarTech but not a specific industry event.
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Key Takeaways & Evidence Grounding
- Gartner's CEO survey found AI is the top disruptive technology impacting industries.
- Only 5% of consumers recall experiencing valuable digital interactions with a brand.
- More than half of marketing teams already leverage AI heavily to create, execute, and optimize campaigns.
- Amazon used generative AI to summarize customer reviews and surface themes.
- Leah Leachman is a Director Analyst in the Gartner Marketing Practice.
Connected Companies & Entities
2 Entities mapped“The article references the Gartner CEO and Senior Business Executive Survey and the author is a Gartner analyst....”
“The article cites an example of a hotel brand using Amazon's generative AI on customer reviews to surface themes....”
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