Insight 2
The role of generative AI is mainstream, and consumers will expect it
Through the availability of GenAI tools such as ChatGPT and Microsoft Copilot, most people have already experienced the capabilities of GenAI in their own lives. And because this technology is already mainstream at this point in time, there’s a distinct difference between it and other ”transformational” technologies of the past.
Expectation for change will be more consumer-driven than other tech advances — the most comparable transformational shift of the past was the release of the smartphone.
This means brands must adapt to a CX landscape where personalized, efficient and engaging interactions are the gold standard.
GenAI and the future of CX: 5 trends
Forward-looking customer service and support (CSS) organizations are shifting from a reactive strategy designed to limit costs to a predictive strategy that delivers additional value to customers.5 GenAI, with its ability to analyze vast amounts of data and create tailored content, will be at the forefront of this proactive approach, reshaping how brands engage with customers.
5 Gartner, “The future of customer service. A forward-looking playbook for customer service leaders and their teams, forecast by 2025,” gartner.com.
Here are five key potential GenAI trends in CX by 2035:
Consumers will resolve issues themselves AI-powered chatbots and virtual assistants will be capable of generating human-like responses, guiding users through troubleshooting processes and even creating tailored FAQs based on common inquiries. This shift will not only increase efficiency but also empower consumers to find solutions on their own terms, further enhancing their overall experience.
There will be a lack of trust in technology ethics There are many predictions for the next decade that involve the untrustworthy nature that data and technology bring. According to Pew Research Center, 79% of experts (futurists, analysts surveyed) express more concern than excitement about upcoming technological changes.
For example, reality distortion through deceptive digital and AI tools, ethical design being overlooked, misinformation and increased data collection with the goal of control instead of empowerment.6 The need to take a stance on ethics and values for your brand and communicating transparencies to consumers will be critical.
Challenges in data privacy will hinder change However, the integration of generative AI into CX is not without challenges. There are concerns about upcoming technological changes including privacy challenges that emerge with advancements in surveillance, deepfakes and facial recognition.7
The slow evolution of norms and regulations may jeopardize consumer trust. Brands will need to prioritize transparency and ethical data practices, ensuring customers understand the benefits of sharing their data while safeguarding their privacy.
6, 7 Pew Research Center, “As AI spreads, experts predict the best and worst changes in digital life by 2035,” pewresearch.org.
Humans will balance empathy and insight While GenAI can handle routine inquiries and tasks, complex issues often require empathy and human insight. Companies must strike a balance between utilizing AI for efficiency and ensuring that human agents are available for more nuanced interactions. Training staff to work alongside AI will be crucial, enabling them to focus on building deeper relationships with customers while AI handles repetitive tasks.
Omnichannel will still be king Consumers will expect GenAI capabilities but won’t want to be solely limited to these channels for support. Context of the customer journey and the provision of the right levels (and channels) of support will be key to driving long-term brand loyalty.
4 tasks that will remain unchanged (and continue to be performed solely by humans8)
Task 1: Arrangement of customer-facing environments
Task 2: Directing organizational operations
Task 3: Directing activities
Task 4: Directing procedures
8 Harvard Business Review, “Generative AI will enhance — not erase — customer service jobs,” hbr.org.
Self-service has been growing in popularity since the invention of the smartphone, but by 2035, the percentage of activities completed using one or more self-service channels will be significantly higher than today.
This growth in self-service is partly due to the context awareness of AI and GenAI, which will allow a broader range of edge cases to be completed in a multitude of channels such as online, messaging, apps and voice. Expect a virtual assistant capability across a multitude of channels, adding to the omnichannel capabilities of today. There will be a single governing AI agent adding significant abilities and personalization, versus today’s very siloed and vanilla experiences.
With personalized experiences, comes additional data challenges, and risk. Is the data being used to create discriminatory experiences? Is the data ethically sourced with the correct permissions? These are all risks that brands need to mitigate against as they utilise these data sources to improve AI related services.
Wayne Butterfield
Partner, Global Lead Contact Center Transformation at ISG
How to prepare
Understand where GenAI will come to life in the contact center and help you thrive (more on this in section 4).
Ensure ethical and security standards for new technology maintain a cream-of-the-crop level of integrity.
Practice transparency with consumers and serve as an educational guide for them around new tech and data policies.