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9 Inspiring brands that leveraged Generative AI to improve their CX in 2023

On December 26, 2023 | 7 Minutes Read
Conversational AIConversational EngagementConversational MarketingCX

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In the ever-evolving landscape of customer experience (CX), the year 2023 stands witness to a transformative wave sweeping across industries—the widespread integration of Generative Artificial Intelligence (AI). As the digital realm continues to advance at an unprecedented pace, businesses are finding innovative ways to harness the power of AI to elevate their customer interactions. Brands have begun harnessing Generative AI, not just for viral social media posts, but to fundamentally transform customer experience.

No longer confined to traditional customer service chatbots, Generative AI has evolved to generate dynamic and contextually relevant content, from personalized product recommendations to hyper-personalized marketing messages. Delivered via WhatsApp, these Generative AI bots have become the best tool to deliver an exceptional customer experience on the move, without being restricted to web or app.

Over the years, chatbots on WhatsApp have become very popular, thanks to the ubiquitous nature of the messaging app. And now with Generative AI, brands see a huge potential for further enhancing engagement and building customer satisfaction. This blog delves into the stories of 10 inspiring brands that have not only embraced Generative AI but have masterfully leveraged it to enhance and personalize their customer experiences.

The brands we explore in this blog have harnessed the potential of Generative AI to create immersive and tailored customer journeys, leaving a lasting impact on their clientele. Join us on a journey through the digital landscape where AI meets CX innovation.

Learn more about the 9 inspiring brands’ Gen AI bots:

#1 Chaayos – India’s most loved tea & snacks cafe used Generative AI to offer a customized tea experience to its customers. ChaiGPT, Chaayos’s bot on WhatsApp engaged customers in fun and meaningful conversations by suggesting beverages that aligned with their mood. Customized recommendations drove customers to explore additional products and upgrade their orders, resulting in higher up-sell and cross-sell revenue for Chaayos.

#2 Cars24 –  Cars24 is one of the leading used car marketplaces in India that’s transforming the used car industry by taking the entire journey of searching, buying, selling, and financing online. The marketplace implemented a generative AI chatbot on WhatsApp to facilitate seamless car discovery, test drive and purchases for its customers, using Gupshup’s ACE LLM and a bunch of other features from the platform. Customers simply need to send a text message to get used car recommendations from the platform’s catalog and have the option of connecting to an agent at any point during the conversation. By integrating AI and human support, Cars24 created an intuitive used car buying experience that earned positive customer ratings. 

#3 Tata Capital – Tia, Tata Capital’s web based Generative AI chatbot is enhancing customer engagement by bringing contextual and multilingual assistance for its customers. Thanks to its generative AI capabilities, TIA can comprehend and respond to customer queries with enhanced accuracy and relevance,  enabling customers to access high-quality content, receive personalized responses, and avail on-demand assistance, all within the familiar and convenient medium of a chatbot.

#4 Tata AIA- Tata AIA is leveraging Generative AI for capacity building of insurance agents, helping them handle customer queries seamlessly. The Raksha Buddy bot on WhatsApp helps Tata AIA’s insurance sales teams with product discovery, and helps them tailor their pitch to provide relevant recommendations on the move. Its conversational interface and Generative AI intelligence combined with WhatsApp’s ubiquity makes insurance advisory easier for the agents.

#5 Dubai Electricity and Water Authority (DEWA)–  DEWA is among the largest utilities globally, providing electricity and water services in the city of Dubai. But not only is it among the largest, its steadfastness to customer service is also exemplary. The utility was among the first ones to leverage Generative AI to offer a hassle-free and delightful service experience to its customers. DEWA’s Gen AI powered bot- Rammas can answer questions and concerns related to water supply issues, leakages, power outages with empathy and expertise along with reference to the source of the information. The web based virtual assistant is trained on DEWA’s website knowledge base, providing accurate and timely responses to customer queries even outside office hours.

#6 Claro Shop– Claro Shop is an e-commerce marketplace, a digital mall, based in Mexico that sells electronic gadgets, kitchen appliances, furniture, apparel, footwear, and gym utilities. It leveraged Ads that Click to WhatsApp (CTWA) with a Generative AI bot on WhatsApp to aid product discovery and drive sales on the messaging channel. Once customers click on the Facebook ad, they are redirected to brands’ WhatsApp bot wherein they can view the advertised  products. In case of questions about product usage, features etc, the bot is perfectly capable of responding to users in native Spanish, helping them discover the right products.

#7 Kerastase– Kerastase, L’Oréal’s leading D2C haircare brand, introduced an innovative voice-enabled chatbot on WhatsApp to transform the customer support experience. By combining conversational AI and voice inputs, customers can get personalized product recommendations and purchase guidance through natural conversations. Whether seeking solutions for hair concerns, comparing products or placing orders, the hybrid generative AI model provides dynamic responses based on the Kerastase brand catalog and makes shopping truly seamless.

#8 Reserva– Reserva, an apparel e-tailer based out of Mexico is using a Gen AI bot to build an entirely new kind of shopping experience on WhatsApp.  The company created a personal shopping bot to simplify the online shopping experience for men looking to purchase t-shirts, shoes, polos, and casual pants. This automated assistant makes recommendations tailored to each customer’s needs and preferences. It guides shoppers in figuring out accurate sizing, proposes specific products  to match their style, and facilitates seamless checkout on the Reserva website. By handling repetitive tasks and offering individualized suggestions, this AI-powered tool allows customers to focus their time and energy on choices that reflect their personal taste.

#9 C&A- The leading European Fashion retailer is using a Gen AI virtual assistant that offers customers a more personalized and streamlined shopping journey. Shoppers are provided customized support based on their purchase history and preferences across categories like clothing, accessories, beauty, home goods and electronics. The assistant guides users in discovering and selecting preferred products by understanding individual tastes. It can help add items to one’s cart, proceed items for checkout, and process payments on the C&A website for a simplified end-to-end shopping experience. Additionally, if users need any other assistance, they have access to a live agent via chat. 

While these brands have already implemented Generative AI in their customer facing processes, a number of them are on the way. Quite clearly,  the brands have realized the value proposition of Generative AI and are now looking at it as a tool to simplify functions which would have typically required human assistance. With the natural language understanding of Gen AI bots, customers can have a human-like experience while brands can significantly improve customer service and support at a fraction of the cost.

The above-mentioned bots have been deployed by Gupshup which has been a pioneer in building domain-specific, fine-tuned large language models (LLMs) to automate the creation of enterprise-grade chatbots with appropriate guardrails. ACE LLM, one of our Gen AI solutions empowers enterprises to quickly and effectively transform conversational experiences across various stages of the customer lifecycle. Gen AI can revolutionize your CX as well. Talk to us today to build a smarter and delightful experience for your customers.

Vandana leads content and communications at Gupshup. Before turning to communications, she was a journalist for more than 13 years, writing stories across varied subjects- from equity markets, policy to consumer tech. In her current role, she crafts engaging content and PR strategies that helps drive the company's marketing efforts.

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