Capgemini-CX革命：一代ai領(lǐng)導(dǎo)訪談（英）-2023-英

THE

CX

REVOLUTION:AN

INTERVIEWON

GENER

ATIVEAI

LE

ADER

SHIPGenerativeAI

(genAI)representsthenextevolutionofAI

systems–characterizedbyitsabilitytolearn,adapt,andcollaborateinwaysoncereservedforhumanintelligence.Ithasemergedasagame-changingtechnologythatpromisestoreshapeallindustriesandrede?nethewaypeopleinteractwithorganizations.Thepotentialbene?tsarestaggering,butbusinessesmustunderstandthatharnessinggenAI’sfullpotentialiscontingentuponcarefulpreparation.CX

TEAMS

NEED

TOTAKE

A

LEADERSHIPROLE

IN

THEIRCOMPANY

’SGENER

ATIVE

AISTR

ATEGYOLLIEEASTInits

reportHarnessing

the

value

of

generativeAI,theCapgeminiResearchInstitutenoted96percentoftheexecutivessurveyedhaveputthetechnologyontheirboardroomagenda.Thatsaid,manyleadersareunsurehowtogetstarted.HS

TERAADT

OE

GF

YGAON-

TDOU-

MS

AG

RE

KNEATI

CX

LEADCapgemini’sOllieEast,ShawnGoodin,andPranavKumarrecommendcustomerexperienceasanareainwhichthetechnologycanmakeaprofounddi?erence.Here,theydescribetheenormouspositiveimpactgenAI

canbringtoCX.Buttheyalso

cautionthatensuringtheenterpriseisreadyforgenAI

isnotmerelyanoption.It'sastrategicimperativethatnecessitatesafundamentalshiftinhoworganizationsapproachdata,infrastructure,andtheiroverallbusinessstrategy.PR

ANAVSHAWNKUMARGOODINDIGITAL,

DATA

,

AND

AIBUSINESS

LEADERPRINCIPAL

MARTECH

STRATEGIST,CUSTOMER

DATA

&

AITHE

CX

REVOLUTION:

AN

INTERVIEW

ON

GENERATIVE

AI

LEADERSHIP

I

Copyright

?

2023

Capgemini.

All

rights

reserved.SHAWNCUSTOMERGOODINEXPERIENCE

IS

AFUNDAMENTALDRIVER

OF

BRANDLOYALT

Y

ANDCOMPANY

GROWTH.HOW

WILLPRINCIPAL

MARTECH

STRATEGIST,CUSTOMER

DATA

&

AICreatingexcellentcustomerexperiencesisaboutputtingtherightmessage,intherightcontext,infrontoftherightcustomer.Untilnow,

companieswithstrongdatafoundationshavebeenabletoautomatesomeofthismarketingbyusingrules-basedsolutionstopushpre-writtencontenttode?nedsegments.Butimagineaworldinwhichevery

singlecustomertouchpointistrulypersonalized,withcontextuallyrelevantmessagescraftedinrealtimejustforthem.GenerativeAI

makesthispossible.Itcansynthesizenewtext,audio,andvisualassetstailoredtoeachcustomer’suniqueneeds,interests,andemotions.GenAI

enablescompaniestospeaktocustomersasindividuals.GENER

ATIVE

AI

HELPWITH

THIS?THE

CX

REVOLUTION:

AN

INTERVIEW

ON

GENERATIVE

AI

LEADERSHIP

I

Copyright

?

2023

Capgemini.

All

rights

reserved.SHAWNCAN

YOU

PROVIDESOME

EXAMPLES

OFWHAT

THAT

MIGHTLOOK

LIKE?GOODINPRINCIPAL

MARTECH

STRATEGIST,CUSTOMER

DATA

&

AISure.Awebsiteheaderimagecouldre?ectthecustomer’shometown.Productrecommendationscouldincludenichehobbies.Emailsubjectlineswouldresonatewithtimely,personalevents.Thisreal-timesynthesiscreatesmarketingthatfeelslikeanatural,human-to-humanconversation.THE

CX

REVOLUTION:

AN

INTERVIEW

ON

GENERATIVE

AI

LEADERSHIP

I

Copyright

?

2023

Capgemini.

All

rights

reserved.PR

ANAVKUMARDIGITAL,

DATA

,

AND

AIBUSINESS

LEADERHOW

WILLGENER

ATIVE

AICHANGE

THE

NATUREOF

CX

WORK

WITHINA

COMPANY

?Mostimportantly,generativeAI

willnotreplacehumancreativity.Butitcanremovefriction,enablingcompaniestounlockcustomerexperienceswithapersonaltouchthatwecouldonlydreamofpreviously.EverythingaboutrunningcustomerexperienceandmarketingcampaignsisaHerculeantask.

In-houseteamsandoutside

suppliershavetocollaboratetocreatecontent,whichthenhastobeturnedintocampaigncomponents–customizedforemail,socialmedia,website,in-store,paidadvertising,textmessaging,chat,andsoon.

Thatinvolveslots

ofpeopleandotherresources,requiresmanystepsandprocesses,andcan

takethreetofourmonthsfromideatoexecution.GenerativeAI

greatlyacceleratestheprocess.Evenifitgets

the

marketingdepartment80

percentofthe

waythere,so

theyjustneedtoeditthe

material,that’sgoingtosavehugeamounts

ofcontent-creationtime.Butthisisaboutmorethane?ciency,becausethataccelerationmeansorganizationswillbeabletocreatemorepersonalizedandrelevantcontentatscale.Thiswillhelpthemdelivermorememorable,positivecustomerexperiencesinrealtime,sotheycan

capitalizeonopportunitiesandrespondtochallengesthatpreviouslywould’vebeenimpossibletoaddress–becausebythe

timethe

messaginghasbeencreatedandapproved,theopportunity

islonggone.THE

CX

REVOLUTION:

AN

INTERVIEW

ON

GENERATIVE

AI

LEADERSHIP

I

Copyright

?

2023

Capgemini.

All

rights

reserved.THAT

SOUNDS

LIKE

A

POWERFUL

ENHANCEMENT

FOR

CX

OPER

ATIONS,

BUTYOU’VE

DESCRIBED

EMBRACING

GENER

ATIVE

AI

AS

ESSENTIAL

–

A

STR

ATEGICIMPER

ATIVE

,

IN

FAC

T.

WHY

IS

THAT

?Companiesalreadyoperateinthe

ageofarti?cialintelligence.Capgemini’sdata-driven

customer

experience

o?eringappliesAI

algorithmstoanalyzedataandmakepredictionsthatenablebettercustomertargeting.Buttoday,mostenterprise-class

organizationsareleveragingthese

types

ofsolutions.SogenAI

isastrategicleapcompaniesneedtomakeiftheywanttostayaheadoftheircompetitors.asmachinelearning–enhanceconsumersatisfactionthroughbeingabletodeliverbetter,moretargetedexperiences.Butconsumersneverseeortouchthetechnologyitself.Theyknownothingofthe

deeperrequirementssuchasparametertuningandthe

highlyskilledworkthatdatascientists

andprogrammersperformbehindthe

scenes.Why

consumers

love

generative

AI,51percentofthose

surveyedsaidtheyarenotonlyawareofthe

technology,buthavealso

exploredspeci?ctools

suchasChatGPT.Researchersalso

discoveredconsumershavehighlevelsofsatisfactionandtrust

inthe

technology.And

that’sthe

bigreasonwhythisisastrategicimperativeforcompanies:peopleunderstandthatwithgenAI,

theycan

havearealconversationwithanarti?cialintelligence.And

iftheycan

dothatontheirlaptop,they’llwantthe

sameexperiencewhentheyaskachatbotforhelponacompany’swebsite,orwhentheyphonethe

companyandtalk

toaninteractivevoiceresponsesystem.With

generativeAI,

it’scompletelydi?erent.Anybodywithalaptoporsmartphonecan

engagewithChatGPT

andgain?rst-handexperiencewiththetechnology.What’sinterestingisthatsomanypeoplehavealreadydonethat:generativeAI

hasbecomemainstreammuchfasterthanIthinkanybodypredicted.However,there’sanotherpressureforcingcompaniestoembracegenAI,

andthisonetrulyisrevolutionary.“Revolution”isaninterestingwordbecauseI’velivedthroughmanyhypecycles

intechnologyconsultingandthe

termgets

appliedtoso

manythings.Butit’sthe

righttermtodescribegenAI

simplybecauseofhowconsumersengagewithit.OLLIEEASTEarlierthisyear,

the

CapgeminiResearchInstituteinvestigatedconsumerattitudestowardsgenAI.

Inits

report,HEADOF

GO-TO-MARKETSTRATEGY

AND

US

GENAI

CX

LEADOtherdata-focused

technologies–suchTHE

CX

REVOLUTION:

AN

INTERVIEW

ON

GENERATIVE

AI

LEADERSHIP

I

Copyright

?

2023

Capgemini.

All

rights

reserved.IT

SOUNDS

LIKE

COMPANIES

NEED

TO

MOVE

QUICKLY

TOEMBR

ACE

GEN

AI.

HOW

DO

THEY

GET

STARTED?SHAWNGOODINPR

ANAVKUMAROLLIEEASTPRINCIPALMARTECHSTRATEGIST,CUSTOMERDATA

&AIDIGITAL,

DATA,

ANDAIBUSINESSLEADERHEADOFGO-TO-MARKETSTRATEGY

ANDUSGENAICX

LEADGenerativeAI

makeshyper-PreparingforgenAI

starts

byrecognizingthatdataisthe

lifebloodofthese

advancedsystems.

GenAI

algorithmsarevoraciouslearners.Businessesmustinvestincollecting,curating,andstoringvastamounts

ofhigh-qualitydatatofuelthese

intelligentsystems.The

abilitytoharnessstructuredandunstructureddatafromvarioussourcesandformats

willdeterminethe

e?ectivenessofgenAI

solutionsindeliveringrealbusinessvalue.Atthe

same

time,companiesmustensuretheyhaveestablishedrobustdatagovernance,privacy

safeguards,andethicalAIguardrailsattunedtomarketing’spriorities.The

challengeiscomplicatedbythe

factthatAI

continuestorapidlyevolve,makingitdauntingtochartaroadmap,identify

safebets,

andbuildorganizational?uency.However,takinginterim?rst

stepsiskey.Smartorganizationswillestablishacross-functionaltask

forcearoundAI

forcustomerexperiencethatfostersacultureofexperimentationandlearning,monitorsadvancesinAI

safety,andpartners

withexperiencedvendorstocomplementinternalcapabilities.personalizedCX

absolutelypossible–butrealizingitatscalewillrequirestrategicthinking,afocusonresponsibleAI

use,andasystemsmindsettoconnectthe

technologyacrossthe

marketingstack.

Ascompaniesembarkonthisjourney,theywillneedtobuildthe

necessarycapabilitiesandexecutegenerativeAIe?ectively.Havinganexperiencedpartnertohelpguidethe

wayandavoidpitfallswillbekey.Werecommendcompaniesfocusontargetedpilots

thatsolvediscretebusinessproblems,learnhowtobuildthoughtfulAI

usecases,

andlearnthestrengthsandweaknessesofgenAI’sfoundationalmodels.

As

theydothis,enterprisesshouldplanformorestructurallong-term

investments.Initiativesundertakentodaywillenableorganizationstonurturefoundationalskills

andbuildusecases.

Thiswillgivethemthe

knowledgeandinfrastructurerequiredtoexpandtheirAI

capabilitieswithmorecon?denceovertime.THE

CX

REVOLUTION:

AN

INTERVIEW

ON

GENERATIVE

AI

LEADERSHIP

I

Copyright

?

2023

Capgemini.

All

rights

reserved.SHAWNGOODINWHAT

ABOUT

AT

THETOP

OF

THEPRINCIPAL

MARTECH

STRATEGIST,CUSTOMER

DATA

&

AIORGANIZ

ATION:WHAT

DO

LEADERSNEED

TO

DO

TOGUIDE

THEIRENTERPRISESTHROUGH

THISTR

ANSFORMATION?It’simportantthe

company’sCX

leaderoccupiesaprimepositiontoshapetheorganization’sAI

strategy.CMOs

arethestewardsofcustomerexperience.TheymanagecomplexecosystemsoftechnicalCX

platformsbrimmingwithbehavioralinsights.

ThisgivesCMOs

anintimateunderstandingofcustomerjourneys,frustrations,anddesires.company’sCX

AI

vision.With

theirgranularknowledgeofcustomerpsychologyandtheirmandatetodriverevenue,marketingleaderscan

steerAIimplementationstodelightcustomersinwayseventhe

mostbrilliantalgorithmmightoverlook.The

CMO’shuman-centeredperspectiveisindispensableforprovidinginnovationssuchasgenerativeAI

withstrategicpurpose

and

creative

soul.

WhenitcomestorealizingAI’spromisetorevolutionizecustomerexperience,CMOs

holdthemissinglink.

TheirwisdomandforesightremaincriticaltoensuringAI

deliversmeaningfulvalue,notjusttechnicalfanfare.The

futurebeckonsmarketingleaderstoembracetheirrightfulroleasAI

catalysts.Yet

surprisingly,CMOs

often?ndthemselvesexcludedfromstrategicenterprisediscussionsondataandAI.Whilethe

CDO

logicallyfocusesondatainfrastructureandthe

CFOonriskmanagement,marketingremainssidelined–yetit’sthe

very

functionbestequippedtoguideA