As we witness unprecedented advancements in artificial intelligence (AI), one branch of the technology is emerging as a groundbreaking solution in customer service and support: generative AI.
The application of generative AI in contact centers has a wide-ranging impact—from enhancing the customer experience, to promoting automation and improving operational efficiency, to boosting the bottom line.
“When we look back on 2023, it will be remembered as the year Generative AI changed the world,” says Swapnil Jain, CEO of Observe.ai.
But what exactly is generative AI, and how can it help your contact center?
First things first: What exactly is Generative AI? Generative AI refers to artificial intelligence models designed to produce original content. It involves expertly training large language models (LLMs) on massive datasets, using deep learning and machine learning. The result is human-like text, artwork, music, and other forms of original content.
Using natural language processing (NLP) and advanced algorithms, generative AI intelligently “learns” patterns and generates coherent, context-specific outputs.
Large language models are trained to analyze and produce human language. They’re based on massive amounts of available data, giving them a huge vocabulary and capacity for understanding complex language structures, nuances, and context.
A variety of LLMs have been developed over the years, driven by increasingly large data sets and complexity. But for contact centers, larger is not always better.
That’s because generic LLMs, such as ChatGPT, are not equipped to handle the enterprise-level specificity, detail, and precision needed for contact centers. They are prone to serious inaccuracies and confabulations, making them too risky to use in business settings.
But what’s great about LLMs is that they can be targeted and tailored for specific industries and purposes. You can feed them customized data and create domain-specific LLMs expertly trained for certain use cases. This not only produces significantly more accurate responses and predictions but also offers users unprecedented levels of trust, control, and feedback. Observe.AI uses an expertly trained, contact-center-specific LLM for just this reason.
In a system traditionally driven by direct human interaction, the introduction of AI in contact centers has automated several routine processes, enhancing efficiency, and elevating customer satisfaction.
In addition to leveraging generative AI for chatbots and conversational AI to enhance real-time customer interactions by addressing customer needs more effectively, these new technologies can provide effective and efficient ways to support agents in real-time (see use cases below).
Industries from healthcare to e-commerce can benefit from applying Generative AI in their contact centers. Here are some benefits:
We've established that the application of Generative AI in contact centers is compelling, but how exactly is it being used? Let's delve into a few practical functionalities.
Generative AI is revolutionizing contact centers. As it continues to advance and organizations fine-tune their AI capabilities, the potential for AI-driven customer support will only grow stronger.
That said, it’s imperative to ensure that your organization is experimenting with Generative AI in the right way.
“This is my strong recommendation to you: Experiment early and experiment fast, but experiment responsibly,” Jain says.
How do you do that?
“Generative AI solutions must have the ability to calibrate and fine tune the system. By nature, generic out-of-the-box models are trained on broad data sets and will not understand the nuances of contact center conversations,” Jain explains. “A black box solution without the means to calibrate it can be risky when things go awry. No machine gets it right the first time, every time. Allowing humans to refine the machine is essential.”
Further, he adds, “for any Generative AI application you’re considering, if it checks [these] two boxes—low barrier to entry and easily reversible—and the value is there, then it’s well worth a test. The downside is minimal, and the upside is limitless. Experiment. Learn. Iterate.”
Harnessing the power of Generative AI today prepares businesses for a future where customer satisfaction and efficiency are the keys to success.