Professor Mohanbir Sawhney, an expert in digital innovation, explains how generative AI is fundamentally changing business operations, particularly in marketing. Unlike classical machine learning reliant on structured data, generative AI excels in dynamic conversations and content creation, enhancing various stages of the customer experience lifecycle. Companies are now using AI to glean real-time consumer sentiments and automate personalized marketing efforts. Sawhney recommends a two-by-two framework for integrating AI into workflows, offering practical examples from financial services and beyond, highlighting the potential for immediate productivity gains and transformative applications.
"When you look at the customer experience lifecycle-from insights and segmentation to offer creation, campaign execution, and performance analysis-generative AI enhances productivity and quality at every stage."
"Businesses traditionally relied on structured customer surveys for insights, but now, AI-powered conversations can dynamically extract consumer sentiments in real-time."
#generative-ai #digital-innovation #marketing-strategies #business-transformation #customer-experience
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