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Generative AI (GenAI) is creating significant opportunity to improve the customer experience and reimagine the marketing function. Chief Marketing Officers (CMOs) of forward-thinking organizations know this emerging technology is the key to creating a direct, personalized connection with their customers. To unlock the potential, businesses need to find a balance between AI-customized experiences with scalable offerings, data transparency and governance.
How can CMOs and marketing departments deploy GenAI to create authentic, relevant customer experiences that drive customer loyalty and competitive advantage? What does it take to harness the enormous potential of new generative technology in a way that makes a human difference, both for customers and the users of GenAI tools? What can CMOs learn from those who have already moved from pilot to deployment?
EY teams and Adobe recently met with marketing and customer experience leaders on the current state of the digital customer experience. We uncovered three primary challenges to GenAI adoption: managing customer privacy and experience expectations, transforming employees concerned about their jobs into champions and innovators, and establishing governance that enables GenAI innovation to flourish.
The report also includes a checklist you can use to help get started on delivering the full potential of GenAI in customer experience.
Usher in the era of GenAI with the EY-Adobe Alliance
Personalization at scale uses GenAI to illuminate the people behind the data, letting companies customize experiences that resonate to forge new connection points across every marketing channel. The EY-Adobe Alliance supports personalization at every stage of the customer journey to create compelling marketing, sustain engagement and drive growth.
EY customer experience (CX) strategy and implementation capabilities, combined with the strength of the Adobe Experience Platform (AEP), give organizations the opportunity to help optimize a seamless CX transformation that puts customers at the center of every interaction.