The Promise Of Generative AI For CX

July 11th, 2023

David Truog VP, Principal Analyst

Max Ball Principal Analyst

Colleen Fazio Senior Analyst

Christina McAllister Senior Analyst

Brandon Purcell VP, Principal Analyst

With contributors:

Rick Parrish , Hayley Herman , Abigail Parcellin , Rod Villafuerte , Daniel Portillo , Shayna Neuburg

Summary

Generative AI is opening up major opportunities for customer experience (CX) pros, but many don’t understand what it is and how it’s relevant to CX. Few CX pros, for example, know how generative AI can answer questions without performing any kind of search, why it sometimes confidently asserts falsehoods, or what makes it occasionally exhibit humanlike creativity. And few recognize the many ways it will help with understanding, serving, and designing experiences for customers. This report introduces a short video in which five of Forrester’s CX analysts explain what generative AI is and how it will transform CX.

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