Generative AI (GenAI) is a transformative tool, with many use cases aimed at improving the speed, efficiency, and helpfulness of customer experiences.
While many of those use cases are ubiquitous - like meeting summaries, automated note taking, and better customer service bots - some companies have gone beyond the norm.
Lots of projects haven't seen the light of day. Yet, there are unique success stories that prove how GenAI can bolster key customer outcomes.
Here’s a closer look at ten major brands that have successfully augmented GenAI into their strategies to deliver next-gen customer experiences.
1. Booking.com Offers Personalized Holiday Recommendations
The travel sector has endured a rough few years since the pandemic. Airlines, tourism companies, and even travel agency sites are having to fight hard to win back consumer trust.
Booking.com is doing so by introducing a host of new and improved AI features into its website and app, designed to simplify and improve travel journeys.
For instance, the site's Smart Filter tool uses GenAI to scan Booking.com’s inventory and give users a tailored list of locations to choose from based on their specific requests and preferences.
Additionally, its Property Q&A tool allows travelers to ask questions about a property and access instant answers, acting as a personal travel agent on standby 24/7.
2. Puma Generates New Product Visuals
Puma uses Google’s Imagen 2 on Vertex AI to generate custom, high-quality product visuals.
So, instead of showing the same shoe against the same white background, they can now place it in a street scene in Berlin or a tropical beach, whatever fits the vibe.
As such, customers see images that feel more realistic and relevant to them, which has increased engagement with the site, click-through rates, and conversions.
It’s also making Puma’s marketing strategy more agile, reducing the need for endless photoshoots and edits.
3. Coca-Cola Asks Customers to "Create Real Magic" with GenAI
Coca-Cola was one of the first companies to invest in a generative AI customer experience that asked customers to get involved and create their own unique content.
The "Create Real Magic" campaign gave fans access to brand elements and cutting-edge tools, like OpenAI’s DALL-E, asking them to create amazing artwork.
The response was massive, with thousands of customers getting involved.
Endless unique, AI-generated designs poured in, driving community growth, boosting social media hype, and giving Coca-Cola’s team access to tons of marketing assets.
Since then, Coca-Cola has continued experimenting with generative AI tools, creating AI video ads (some more successful than others), and reimagining media campaigns.
4. Delta Airlines Designs a Customer Concierge
Delta Airlines introduced a smart, concierge-style AI assistant in its app, powered by generative AI.
Yet, this isn’t the average chatbot. Indeed, it offers real-time updates, provides personalized travel suggestions, and even suggests personalized pricing deals.
The AI now handles routine travel questions, reducing contact volumes, shortening wait times, and freeing up agents to focus on more complex issues.
Delta is now planning to apply AI to various other corners of its business, create connected experiences with Amazon Bedrock, streamline operations, and use AI solutions to drive dynamic pricing and revenue growth.
5. PODS Creates "the World's Smartest Billboard"
PODS, the moving and storage company, created a billboard attached to a van that adapts as it drives through different neighborhoods, changing its message.
The company did so by first training a Gemini model in Vertex AI. It then uploaded project plans, brand guidelines, video transcripts, and more.
From there, it asked Gemini to generate unique headlines for each neighborhood, pulling in live data from Google Cloud. That included time of day, weather, traffic conditions, and more.
Coined "the world's smartest billboard" by the advertising agency Tombras, the innovation secured a 60 percent increase in online visits and a 33 percent increase in quote requests in just a week.
6. Hopper Automates Voice Experiences
While Hopper offered chat-based and self-service AI options in the past, in 2024, it dove deeper into the voice space.
Indeed, the online travel marketplace developed front-end GenAI agent, focused explicitly on voice interactions. Its agent was trained on actual customer interactions, fine-tuned on high-volume queries, and rolled out with clear guardrails.