The Oxford University Press recently named “rizz”, Word of the Year for 2023.
Yet, if the tech and CX industries had run similar competitions, “GenAI” (short for generative AI) would surely win both.
Indeed, Metrigy reported that 74.5 percent of companies would adopt generative AI for customer-related activities before the close of 2023 – underlining the tech’s rapid rise.
Furthermore, another 15.1 percent plan to do so in 2024, as evident in the chart below.
Sharing this research during a webinar with CCaaS visionary UJET, Robin Gareiss, CEO of Metrigy, pinpointed many more fascinating findings.
In doing so, she started by isolating where contact centers are beginning to leverage the technology.
The Most Valuable Use Cases for Generative AI in Contact Centers
As part of the study, Metrigy asked participants; of the ways companies use generative AI, which do you think is most valuable?
In response, customers pinpointed the following three top use cases:
- Content creation (40.0 percent)
- Classify customer interactions (30.8 percent)
- Summaries of internal meetings (22.9 percent)
Yet, content creation isn’t just one application of generative AI. It splits into several use cases.
That is evident in the chart below, which shares six examples already installed in more than a third of contact centers.
Interestingly, this highlights how brands are experimenting with applications like automated customer responses, call summaries, and issue classification.
Yet, no single use case is leading the way, with only five percentage points separating the most- and least-widely deployed GenAI in the contact center application.
Likely, this is because CCaaS and CRM vendors are building each of these into their platforms so businesses can easily augment their workflows with GenAI.
Moreover, it is already happening in the background, often without contact center leaders recognizing it.
In making this point, Baker Johnson, Chief Marketing Officer for UJET, reflected in the content creation for virtual agents use case, as included in the chart above. He stated:
“There is a misconception that generative AI and conversational AI are mutually exclusive. In reality, they can complement each other for more effective outcomes.”
Those go beyond content creation. Consider Google Dialogflow. The conversational AI platform offers a “Generative Flows” feature that allows developers to write - in natural language - what tasks the virtual agent should perform, and it’ll try to replicate that. There is no need to build decision trees.
However – alongside CCaaS and conversational AI platforms – GenAI is augmenting many other contact center systems to unlock more positive customer, employee, and business outcomes.
The chart below exemplifies this, with customer feedback platforms leading the way.
