From enhancing chatbots to providing real-time support for agents, genAI is becoming a vital enabler of intelligent customer experiences.
“Generative AI (genAI) is the subject of all the hype, and in my opinion, it is well-deserved,” says Simon Kriss, author of The AI Empowered Customer Experience. Unlike traditional Conversational AI, which often feels clunky and disconnected, genAI is designed to be contextual, taking previous interactions into account to create more natural, human-like conversations.
As one of the most transformative technologies across industries, genAI is driving innovation and unlocking new possibilities. With its ability to create content, simulate human interactions, and make data-driven predictions, it has quickly become a key tool for businesses looking to enhance customer experience (CX).
Traditionally, CX operations have relied heavily on human effort to manage interactions and provide personalised support. Now, industry leaders are recognising the potential of genAI to revolutionise these operations. From enhancing chatbots to providing real-time support for agents, genAI is becoming a vital enabler of intelligent customer experiences.
The intelligent CX capability has quickly caught the attention of businesses. CXM Today speaks with European brand leaders to explore the practical applications of genAI in CX, the challenges it addresses, and the profound impact it’s set to have on business-customer interactions.
Improving Consistency and Speed
Giulio Castiglioni, Customer Care Director at Playtomic, points out two key areas where generative AI can make a significant impact: chatbot functionality and agent support.
Improved chatbot functionality
AI can provide faster, more accurate responses based on the customer knowledge base, enhancing our ability to offer 24/7 support without human intervention.
Agent support
AI can assist our agents in composing emails more efficiently, ensuring consistency in tone and style while adapting to our company’s voice. This allows for quicker, more accurate responses to customer inquiries.
The genAI revolution represents a significant shift from traditional, backward-looking coaching methods, where feedback was given after the fact. Oliver Viereck, VP and Managing Director Contact Experience & Inhouse Service at SKY Deutschland, says: “AI can offer actionable insights in the moment, helping agents make the best possible decisions while the customer is still engaged. This proactive approach can prevent cancellations, close sales opportunities, and ultimately improve the overall quality of customer interactions.”
He also emphasised that genAI-driven self-service solutions are becoming increasingly effective and customer-oriented. “ Self-service will be more and more effective and customer oriented as well as indirect areas like training, planning, analysis or intraday management will benefit from genAI.”
Markus Schruth, Chief Customer Officer at smava also notes the self-service benefit. “AI-supported self-service solutions will surpass the service levels and satisfaction provided by today’s average customer service teams, delivering superior experiences with fewer resources.”
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“The generative intelligence is boosting automation and productivity, allowing operational units to focus on value-adding tasks such as proactive outreach, sales, upselling, and after-sales support. “In low-margin and low-value customer industries, future CX organisations will likely become smaller,” he adds.
Leveraging insights and analysing customer voice
One of the most powerful applications of generative AI in CX is its ability to analyse and interpret vast amounts of customer feedback. Thierry Dewambrechies, Director Customer Experience at Stellantis Germany, underscores the importance of AI in processing and analysing thousands of customer verbatims—raw, unstructured feedback that provides invaluable insights into customer sentiments and preferences.
GenAI, an Enabler
Joerg Malang, SVP Customer Experience & Omnichannel at Detouristik swats the unnecessary hype, and sees it as just another enabler for better service. And we agree. Rather than jump on the bandwagon, it’s essential to approach its implementation with a balanced perspective.
“If done well, repetitive tasks can be done by tech to free up our employees to spend valuable time with our guests in a more bespoke and personal way. I see it as a tool giving our employees additional insights in the right moment without overwhelming them’” he adds.
The insights from industry leaders make it clear that while the potential of generative AI is vast, CX success depends on thoughtful implementation and a balanced approach that prioritises both technology and the human touch. As businesses continue to explore the possibilities of AI, they must remain focused on using these tools to enrich—not replace—the personal interactions that are at the heart of intelligent customer experiences.
Catch these CX leaders at the CX NXT Summit in Berlin on October 23. For more details and registration, visit here.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
