Observed Signal · Feb 13, 2025 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Generative AI's Impact on Customer Experience After Two Years
This CMSWire feature examines how generative AI has transformed customer experience delivery in the two years since ChatGPT's November 2022 launch. It highlights major use cases including AI-powered chatbots capable of generating new multilingual and multimodal responses, hyper-personalization at scale, enhanced visual content creation, virtual try-on technology, and improved brand loyalty. The article cites a Salesforce survey in which 76% of marketers use generative AI for basic content creation and 63% use AI to analyze marketing data. It also references a Gartner prediction that by 2027, 40% of customer service issues will be resolved by generative AI-powered tools. Examples include Toys R Us using text-to-video AI for an ad, Walmart deploying virtual try-on, and Google launching its own VTO technology. The article also notes risks such as inaccuracies, bias, and data privacy concerns, emphasizing the need for human oversight and transparency.
Provides a broad industry overview of generative AI adoption in marketing and customer experience, citing major surveys and vendor examples; relevant to MarTech and AI but not a breaking industry-shifting event.
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Key Takeaways & Evidence Grounding
- A Salesforce survey found 76% of marketers use generative AI for basic content creation and 63% use AI to analyze marketing data.
- Gartner predicts that by 2027, 40% of customer service issues will be resolved by generative AI-powered tools.
- Toys R Us created a comeback video entirely using generative AI text-to-video technology.
- Walmart uses virtual try-on technology across relevant product categories.
- Google launched its own virtual try-on (VTO) technology using geometric warping to visualize clothes on models.
- The virtual try-on technology market is projected to reach $12.17 billion in 2025.
Connected Companies & Entities
4 Entities mapped“In a Salesforce survey, 76% of marketers said that they were using generative AI for basic content creation....”
“In one of its reports, Gartner found that by 2027, 40% of all customer service issues will be resolved by generative AI-powered tools....”
“Walmart is already using virtual try-on technology across relevant categories....”
“Google also launched its very own virtual try-on (VTO) technology to help customers visualize clothes on different real-life models....”
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.
Walmart's TV Ambitions, Amazon's Data Transparency, Disinfo Retreat
This AdExchanger daily roundup covers several distinct news items. Walmart is expanding into TV advertising through its acquisitions of Vizio and Vibe.co, with Walmart Connect GM Ryan Mayward stating that commerce insights will drive stronger outcomes for brands. Amazon is beta testing an 'About You' page that lets users see the assumptions it makes about them based on collected data, including physical attributes, raising privacy concerns. Additionally, multiple countries have withdrawn sponsorship from the #Disinfo2026 conference amid US political pressure, reflecting a broader aversion among advertisers and governments to anti-disinformation efforts.
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.
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