Publication: Express Computer (Indian Express)
By Swati Shrimali, Principal-Business Applications, Advaiya
Customer expectations are evolving at an unprecedented pace. It’s no longer sufficient for businesses to respond quickly; customers now expect brands to anticipate their needs and provide experiences that are both personalised and genuinely relevant. This is where GenAI is actively reshaping customer experiences by engaging with customers in more personal conversation, recommending products/services based on customer inputs and industry standards, providing enterprises with powerful tools to enhance customer engagement through hyper-personalised, context-aware experiences.
Unlike conventional AI systems that heavily rely on predefined logic, GenAI uses deep learning models to generate human-like responses, content, and insights—adapting dynamically to user behavior, preferences, and real-time input. This makes it especially potent in reshaping how organisations interact with their customers across touchpoints.
In earlier approaches to customer engagement, businesses typically grouped people into broad categories—such as by age group, geographic region, or past purchases—and crafted their messaging accordingly. While effective to an extent, this method lacked true personalisation. The rise of generative AI has significantly changed how businesses approach personalisation. By analysing everything from how users browse and engage online to their preferences and emotional signals, it enables brands to offer experiences that are not only immediate but also highly specific to everyone.