Generative AI In Your Consumer Experiences? Not So Fast

Generative AI (genAI) will change the interface and automate digital experience (DX) for consumers — but beyond low-risk scenarios, don’t trust it to engage consumers directly today. Building the trust and governance necessary for consumers to safely use genAI-powered experiences will take time. GenAI can already support DX by writing code, generating content, and answering questions — albeit incorrectly at times. DX professionals should: 1) view it as a broad-based productivity tool for staff and processes in the near term to support human-to-human touchpoints in consumer experiences and 2) imagine and pilot use cases once we better understand its risks and implications.