Companies that are struggling to find the right place to deploy new AI tech should consider use cases involving “voice of the customer” applications — parsing, interpreting, and responding to customer input from all different channels. They are typically easier to implement than employee productivity use cases because they don’t require as much behavior change, and easier to measure improvements in economic value because improving customer satisfaction often has a financial payoff. Generative AI is well suited to tasks such as transcription, summarization, sentiment analysis, and other key parts of listening and responding to customers.

Many companies are experimenting with generative artificial intelligence (GenAI) now, both for internal employee productivity objectives as well as customer interaction, but only a few have production deployments. Difficulties with upskilling workers, changing processes, and integrating technology persist, and many companies are caught in a perpetual experimentation loop.

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