Redefining Future Expectations: How to unlock differentiation in the era of generative AI

Abstract

We are on the cusp of a customer-service revolution, driven by generative AI. The technology, with its ability to derive deep insights and generate new content based on vast stores of structured and unstructured data, opens the opportunity to craft richer, more satisfying experiences. This, of course, is a significant opportunity for organisations looking to deepen their relationships with internal employees and end customers. But it also poses a genuine challenge for service designers: As gen AIraises expectations for targeted, relevant and useful interactions, designers will increasingly be charged not just with meeting those expectations, but constantly exceeding them.