By admin 
In today’s vibrant global marketplace, characterized by intense competition and enormous volatility, customer experience (CX) has become key to brand loyalty and business growth, with 73% of Indian consumers citing CX as critical to loyalty (PWC, 2020). As consumer demand for instant delivery, personalization and meaningful interactions grows, AI is emerging as the key to unlocking hyper-personalization and driving business success. According to Nasscom, AI is expected to add $450 to $500 billion to India’s GDP by 2025.
To explore the ever-evolving intersection between AI-driven solutions and experience-driven success, Mint presents “Redefining Experience-Led Growth With AI-Driven Precision,” an insightful webinar in partnership with Adobe. Packed with compelling insights and experiences, this engaging discussion follows prominent industry leaders in our rapidly changing business ecosystem and highlights how AI can merge with CX to deliver exceptional results.
Driven by data: anticipate market needs to improve experiences
Hosted by veteran journalist Miloni Bhatt, the session began with Sarajit Jha, Chief Transformation Officer at Tata Steel, discussing how data can redefine customer experiences by anticipating market needs. While certain facets of the steel industry remain traditional, Jha emphasized that customer experience has become a critical driver for transformation. Customers today, he noted, are looking for more than just products; they look for accelerators such as supplier-managed inventory and early supplier involvement that can differentiate their offerings in competitive markets. These shifts underscore how data has become the backbone of delivering meaningful and customized customer interactions.
Jha explained how Tata Steel maps customer decision-making journeys using data graphs, identifying crucial moments that determine customer satisfaction and turning them into opportunities for excellence. He described these critical moments when ‘magic’ can happen – achieved through a seamless integration of physical and digital touchpoints.
Balancing the AI boom with reliable customer experiences
The discussion then moved to Shashidhar Bhat, Executive Vice President of Bajaj Technology Services, who shared insights on integrating AI while maintaining safe and reliable customer experiences. Highlighting the challenge of keeping pace with the rapid advancement of AI, he outlined a strategic three-pronged approach by Bajaj Technology Services. First, the organization allows employees to experiment with AI tools to understand their potential and practical applications. Second, it is investing in certifications and training on AI-enabled platforms like Adobe to keep talent on par with evolving technologies. Finally, they work with customers to integrate AI into well-defined customer journeys. He also emphasized the importance of building AI frameworks to measure accuracy, set thresholds and prevent “hallucinations” by programming bots to surrender to humans if trust levels fall below a certain threshold.
The role of AI in simplifying customer journeys
The discussion highlighted the transformative impact of AI in simplifying customer journeys for better outcomes and sustainable growth, led by insights from Vyshak Venugopalan, Director of Solution Consulting, Adobe India. He said that 88% of the 8,000 leaders surveyed by Adobe believe AI will play a critical role in reshaping the customer experience. Vyshak emphasized that combining generative AI with predictive AI offers the most value, as the latter provides crucial insights to increase the effectiveness of the former.
Vyshak outlined three key areas where AI is making significant progress in customer experience (CX). First, AI allows companies to create high-quality, personalized experiences at scale while maintaining consistency with brand tone and guidelines. Second, it allows brands to automate customer journeys, keeping interactions dynamic and optimized as customers move through the different stages. Finally, AI transforms complex data into actionable insights, helping companies make informed decisions and deeply understand their customer base. These innovations make AI not just a tool, but also a catalyst for a revolution in CX management.
How can companies create consistently personalized experiences?
The idea of delivering consistent, personalized experiences to meet diverse consumer needs emerged as a key discussion point. Shashidhar emphasized that creating customized interactions at scale is often seen as the “holy grail” for brands. This requires using tools like Adobe to simplify complex customer journeys by integrating browsing history, past transactions, and immediate needs into a seamless experience.
He explained how platforms like Adobe enable companies to consolidate transaction data into a unified repository, ensuring consistency across every touchpoint. However, the challenge lies in maintaining these systems as they become increasingly complex. AI, he emphasized, serves as a transformative solution, enabling brands to scale personalization efforts and manage responses in microseconds, delivering impactful “magic moments” for customers.
Overcoming the challenges associated with adopting AI-driven CX solutions
The conversation shifted to the challenges companies face when integrating AI-powered solutions. Vyshak emphasized that while generative AI holds tremendous promise, its adoption in large enterprises requires a careful and measured approach. “We are a long-term company and it is important that whatever generative AI or AI branches we use are commercially safe and suitable for use,” he noted, underscoring the importance of sustainable and safe implementation strategies.
He highlighted how organizations often underestimate the time required for AI’s long-term impact, while overestimating its immediate effects. To address these challenges, enterprises must ensure full visibility into AI processes to avoid potential risks to security and brand reputation. Additionally, a balance between people, processes and technology is critical as employees must discern when and how to appropriately apply AI. Vyshak concluded that ethics, accountability and transparency are fundamental elements that act as a “secret sauce” to deliver transformative and trusted customer experiences.
What tomorrow holds: the evolving intersection of AI and CX
The discussion culminated with the panel exploring the future of AI and its transformative impact on the customer experience (CX). Vyshak underscored the paradigm shifts that companies must anticipate as AI continues to evolve. He noted that the traditional digital journey – defined by search, discovery, filtering and purchasing – may soon be replaced by a seamless, concierge-like experience uniquely tailored to each customer. This shift would enable exceptional levels of personalization and redefine the standards of CX across industries.
Sarajit tackled one of the key challenges of AI: hallucinations. He explained that hallucination is inherent to the generative process, a “managed defect” that cannot be completely eradicated. Recognizing and accepting this limitation is critical because it shifts the focus from eliminating errors to mitigating their impact and optimizing the practical applications of AI.
Shashidhar concluded by expressing optimism about the future of AI-driven CX. He highlighted the evolution from desktop to mobile-first interactions and pointed out that the continued development of AI is paving the way for the next generation of customer experiences. He emphasized the importance of experimentation and learning and encouraged companies to embrace the potential of AI, tackle challenges head-on and derive transformative value from this dynamic technology.
As highlighted by the experts, the secret of success lies in combining AI solutions with ethical and trustworthy customer experiences to ensure long-term growth. Looking ahead, the evolving intersection of AI and customer experience promises unprecedented opportunities.
Watch the full webinar here.
Note to readers: This article was produced by HT Brand Studio on behalf of the brand and there is no journalistic/editorial involvement from Mint.
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