Future of Customer Experience: How CX Services Providers Should Support CMOs with Generative AI

This IDC Market Perspective is designed to help customer experience (CX) services vendors explain both the risks and the opportunities of generative AI to clients, focusing on its potential role to transform the marketing cycle. For CX services vendors, the opportunities to help clients include driving back-office and front-office productivity, driving better brand communication, accelerating creativity, and helping clients manage content across multiple channels and contexts. Vendors should also help clients manage generative AI-related risks, including financial and brand damage from offensive or inappropriate content, algorithm bias, inadvertent misuse of intellectual property, skill shortages, and over-personalization of communications. "Generative AI has the potential to drive broad and deep business change for organizations, but the risks could be as significant as the opportunities," said Douglas Hayward, research director, CX Services at IDC. "That means that services vendors have a huge opportunity - and indeed a duty - to guide clients through the upsides and the downsides and to help clients be both bold with the opportunities and cautious with the risks."