Generative AI and Buyer-Centricity: How 3 Firms Use Generative AI to Hook up with Their Shoppers [And How You Can, Too]

by | Jul 10, 2023 | Etcetera | 0 comments

The dominant story of 2023 for salespeople, marketers, and content material subject matter creators has been the rise of generative AI.

ChatGPT, the appliance consistent with OpenAI’s Massive Language Style (LLM), now has the quickest adoption fee in historical past, attaining 100 million day-to-day energetic customers within of 2 months of unlock.

However most product sales reps and marketers nevertheless use generative AI apparatus on an ad hoc basis to generate content material subject matter — from email drafts to talking problems, and ad replica to new product designs. And quite a few haven’t however experimented with generative AI the least bit.

There’s a number one, steadily overlooked area of different on the subject of AI: Becoming a further customer-centric staff.

Proper right here, we’re going to find how 3 organizations used generative AI to achieve enhanced customer-centricity, and the way in which your individual industry can, too.

Free Report: The State of Artificial Intelligence in 2023

Keep learning, or jump to a specific segment: 

What if the true generative AI superpower is enhanced customer-centricity?

For those who occur to’re a product sales rep, a marketer, or a pacesetter of an SMB, you’ll have the ability to’t have the funds for to fail to remember concerning the generative AI revolution.

Alternatively you’ll additionally’t have the funds for to get generative AI adoption improper. And that means occupied with your people, your processes, and your organizational objectives and purposes as much as — or more than — the era itself.

Generative AI has the possible to level the participating in field for smaller firms on the subject of customer-centricity.

With far a lot much less money, time, and specialized enjoy than ever forward of, organizations can concentrate to their shoppers at scale, building up actionable insights about them, and then engage them to power growth and profitability.

How the Generative AI Revolution Will Evolve Over Time

Despite all the frenzy spherical ChatGPT (and, to a lesser extent Bard, Bing, Midjourney, Adobe Generative Fill, and so forth.), the future of generative AI inside product sales and promoting and advertising and marketing functions is still very so much up for grabs.

The principle wave of adoption has been overwhelmingly explicit particular person, ad-hoc, and designed to save some time on a process-by-process basis.

The true affect of generative AI will come with the second wave, and will require an manner that is team-based, planned, and designed to reinforce purposes and processes.

The 1/3 wave of adoption might be transformational and will name for approaches which may well be organization-wide, allow stable learning (by the use of iterative feedback loops), and designed to shape new purposes and processes.


Wave 1

Wave 2

Wave 3








Secure Studying


Saving time

Together with worth to processes

Remodeling processes

These days, we’re nevertheless solidly in the midst of Wave 1. The true struggle might be for promoting and advertising and marketing and product sales functions to spice up up their transitions to Waves 2 and 3 sooner and additional strategically than the competition.

No longer like experimentation by means of motivated other folks, group of workers or organization-wide adoption will run into stumbling blocks like organizational inertia, employee issues about conceivable job loss, knowledge privacy and protection constraints, knowledge integration tough scenarios, and of course, knowledge and capability gaps.

A Upper Means

Proper right here at Glimpse we’re strong believers in the opportunity of AI to revolutionize product sales, promoting and advertising and marketing, and market research. In reality, long forward of ChatGPT fever, we were already working on a custom designed NLP (Natural Language Processing) kind to be in agreement our consumers understand — and then extract actionable insights from — human language responses to open-ended survey questions.

We considered how we could harness the power of generative AI to be in agreement our consumers with crucial job going thru any industry: Figuring out their customers, workforce, stakeholders, and audiences upper. Paradoxically, relying further on generative AI in this context can in truth supercharge human working out and connection.

Glimpse consumers can now summarize and grasp the essence of open-ended responses with the touch of a button, and derive helpful insights straight away like “highest harmful story”, “most newsworthy ideas”, or “instructed text for a blog submit”. They may be able to moreover filter by means of any target market segment or demographic/behavioral feature. Learn further about our AI-powered choices right here.

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Next, let’s jump into 3 examples of the way companies leverage AI to hyper-charge their customer centricity.

How 3 Corporations Leveraged AI to Turn into Additional Purchaser-Centric [And How You Can, Too]

1. Gaming Communities for an Corporate

Along side our just right good friend, client, and relied on partner, Jocelyn Harjes, from Ayzenberg, an ad corporate throughout the video gaming space, we used generative AI to listen to the tales and issues of female-identifying, BIPOC, and LGBTQIA+ avid avid gamers at scale.

Proper right here’s a check out what we discovered:

The story isn’t all harmful. Numerous gamer respondents introduced sure lessons about simple learn how to take care of and respond to toxic behavior online. Proper right here’s a Certain Story straight away created by means of our dashboard’s generative AI integration consistent with 500 open-ended responses:


With the help of generative AI, the corporate and a couple of of its gaming creator customers might be using AI-enabled knowledge and insights from the know about to:

  • Seize all the range of toxic tales, from slurs to organized harassment
  • Show that toxic behavior was leading to a ‘leaky bucket’ and gamer churn, causing recreation companies to miss out on income possible choices
  • Achieve instructed strategies for dealing with non-public attacks
  • Draft tips for recreation publishers to build further inclusive digital communities

Even supposing this know about serious about avid avid gamers inside digital communities, the equivalent manner may well be performed to any target market, about any topic.

2. Black Holiday Traditions for Retail outlets

In another example, an corporate that specialize in Black consumers wanted to hold fresh insights regarding the vary of Black id and holiday traditions to their retail customers.

Alternatively they faced an array of tough scenarios:

  • The usual close-ended survey questions merely weren’t working for discovery. Respondents chosen from the on a regular basis census categories to provide an explanation for their identities then again the corporate knew “Black” concealed a number of permutations that mattered to their retail customers in relation to messaging.
  • Focal point groups and In-Depth-Interviews (IDI’s) were too gradual, expensive, and unrepresentative to rely on. And the coding job would require skilled workforce to get to the bottom of things like sentiment.
  • Social listening apparatus were useful then again they will highest get right to use third-party knowledge passively on a few platforms. They tended to test within the ‘loudest voices throughout the room’ and were hardly guide. And of course it was extremely difficult, if now not unattainable, to ask someone direct questions.

The corporate offered a sequence of analysis to an entire of 3,000 Black Americans on our platform. Open-ended questions about purchasing groceries habits and holiday traditions published a host of latest insights about spending power, present-giving, and holiday meal planning.

A lot more eye-catching were the responses to the question about id, where people wrote actually and poignantly about their heritage, how they have got compatibility into their communities, and the way in which that they had been seen by means of others.

While this type of knowledge is effective and valuable to producers, it’s prohibitively gradual and dear to code a trend 3,000 responses like this.

With generative AI integrations, our client was able to organize, categorize, and straight away grasp summaries of open-ended responses by means of segment.

Generative AI in Movement

Proper right here’s the perfect Certain Story our dashboard straight away generated consistent with 1,000 of those open-ended responses to the question about id, together with supporting verbatim quotes from exact respondents:

And proper right here’s a deeper dive into what the principle response looks like, together with respondent-selected emojis representing her emotional reaction to the question:


The malls might be using AI-enabled knowledge and insights from the know about to:

  • Align mental (selling communications) and physically (products on the cupboards, channel and packaging methodology, and so forth.) availability for this essential client workforce
  • Craft holiday campaigns and messaging to authentically and powerfully connect with Black communities
  • Tailor client promoting and advertising and marketing duties to better have compatibility the purchasing groceries habits, rhythms, and needs of Black communities

3. B2B Instrument Studying in Agriculture Startup

When a large tech company located a big investment on a startup that used machine learning apparatus to be in agreement save the planet and feed the world, that startup worked with our group of workers to shape core facets of its product and commercialization methodology.

First of all glance, ML/AI adoption is an easy serve as and benefits calculus, then again the startup knew that figuring out buyer emotions, hopes, and anxieties about ML/AI-driven disruption may well be in a similar way central to its just right fortune.

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With our platform, the company surveyed a number of ML/AI decision-makers and consumers — from enterprise farms in Argentina and Brazil, to off-takers in Canada and Germany.

With the help of generative AI, the startup discovered possible choices to train consumers with approaches tailored to the differing needs of moderately numerous markets, job roles, and industries. That they had been moreover able to identify possible choices during in particular promising national markets, and possible choices to concentrate on companies inside a specific size range.

Generative AI in Movement

Listed here are Newsworthy Ideas our dashboard straight away generated consistent with open-ended responses:

And proper right here’s a trend blog submit the dashboard used generative AI to straight away create, all over again consistent with open-ended responses. (In any case the submit is highest supposed as a starting draft for human writers to contextualize, edit, and bring to lifestyles!):

The start-up is just lately using AI-enabled knowledge and insights from the know about to:

  • Shape product design and development priorities
  • Educate consumers–with approaches tailored to the differing needs of moderately numerous markets, job roles, and industries
  • Spot possible choices in in particular promising national markets
  • Discover why and simple learn how to purpose client companies inside explicit size and income ranges
  • Craft emblem awareness messaging to connect with the ones consumers
  • Plan subsequent rounds of analysis to further take a look at product and promoting and advertising and marketing strategies in a further agile manner

Next, let’s dive into 4 possible choices to turn into further customer-centric on account of the power of AI.

How AI Helps Your Group Turn into Additional Purchaser-Centric

Listed here are 4 guidelines for your staff to adopt generative AI successfully. They practice regardless of corporate size, industry, or market. And they for sure practice regardless of the tech stack you’ve chosen.

1. AI means that you can turn into further agile.

Generative AI lets in us to adopt an agile manner, now not highest to social listening, however moreover to the collection and analysis of first-party knowledge. And it lets in smaller companies and start-ups without massive research or insights functions to get throughout the recreation.

Relatively than rising customer or target market insights at first of an annual strategic planning job, pay attention further ceaselessly and course-correct many times. Check out your assumptions, your product innovation vision, your product sales approaches, your campaigns, and your content material subject matter ceaselessly. You’ll achieve higher ROI on your promoting and advertising and marketing and product sales investments and likewise you’ll connect further effectively in conjunction with your customers.

2. AI helps you follow changes over time.

Generative AI can be in agreement us spot emerging patterns, possible choices, and risks. Alternatively alternate highest becomes visible if we’ve established baseline knowledge to decide what ‘not unusual’ looks like. With Generative AI, historical knowledge is a lot more valuable than ever forward of. It lets in us to train our models to turn into further nuanced and environment friendly during the context of our non-public industry tough scenarios.

For example, many Glimpse customers this present day are shifting to an ‘always-on’ strategy to accumulating and analyzing survey knowledge. They’re looking at the relationships between categories, producers, or products and particular audiences. Our AI-enabled dashboard permits them to get ahead of alternate by means of tracking inclinations over time.

For example, if you want to know whether or not or no longer an monetary downturn or a brand spanking new public smartly being scare is at risk of alternate the purchasing behavior of your customers, generative AI-enabled first instance research is a smart selection.

Until now a majority of these emblem tracking analysis were steadily prohibitively expensive for all then again the best organizations. Alternatively generative AI helps keep costs down and opens the field for the rest of us. And even though you do have an present emblem tracking know about, you’ll have the ability to use a generative AI-powered module looking at open-ended responses to give an explanation for why a host went up or down, and be in agreement discover the best path forward for your business.

3. AI means that you can adopt a holistic manner.

Generative AI can be performed to any knowledge provide to hunt out patterns, spot possible choices or warning signs, and be in agreement building up insights. Even supposing generative AI can provide the most worth, fairly speaking, on the subject of unstructured knowledge (like human language), it may be able to moreover check out relationships between knowledge belongings, like social listening, first-party customer or product sales knowledge, and the kind of agile first-party survey knowledge that Glimpse provides.

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Without first-party research, all the social intelligence on the planet received’t ever give you a complete symbol of what audiences are brooding about or feeling, or acutely aware of. It’s time to suppose further holistically by means of integrating generative AI-powered first-party knowledge approaches into your whole knowledge collection and strategic planning processes.

4. AI helps you turn into further future-oriented.

The issue isn’t whether or not or no longer or now not you’ll have to uncover generative AI adoption for your staff. You’ll have to! Relatively the issue is the best strategy to adoption. Listed here are some questions you’ll have the ability to ask yourself and your group of workers to get started:

  • What’s our protection on generative AI this present day? Whether or not or no longer you know it or now not, your individuals are already using generative AI for art work tasks. It’s time to get ahead of alternate by means of offering flexible guidelines instead of mounted regulations. The ones guidelines should cover attribution/acknowledgement of AI assist, the need to double test AI-generated solutions for factual accuracy, the rule-of-thumb that no AI-generated text should be pasted right away into a client email or ad replica without human editing, and so on.
  • Can we’ve the talents/purposes/talent on our group of workers this present day to use generative AI effectively? If now not, imagine sponsoring training or supervised experimentation forward of you conclude that you need to hire to fill the prospective hollow. With unusual exceptions, you won’t be development your individual Massive Language Models (LLMs) or doing so much technical art work; instead, you’ll be making not unusual sense methods of present generative AI platforms and APIs. And likewise you’ll inevitably be faced with a assemble/acquire/tailor solution in relation to AI apparatus and purposes. For lots of companies, the best solution might be to license present tech and then tailor it in good tactics to meet their needs. Alternatively along the way in which during which, they’ll need to understand and follow the extraordinarily fast-moving universe of AI platforms and models.
  • Does job or group of workers development need to evolve? The approach to this question — in any case, anyway – is just about evidently, “certain.” So to have the benefit of generative AI-driven approaches to knowledge accumulating and analysis, you’ll want to lean a lot more carefully into cross-functional teams, with marketers, salespeople, and data execs forever testing hypotheses regarding the market, customers, products, campaigns, and additional. Relatively than a waterfall strategy to customer insights, where they get created once a year by means of an corporate or by means of a few specialists, you’ll want to foster an ongoing, iterative job to learn regarding the audiences that matter most for the great fortune of your business.

It’s time to take seriously the idea that that the most productive, least examined application of generative AI is in truth customer figuring out, make stronger for human belief introduction, and the facility to learn and predict further abruptly and additional accurately about what works and what doesn’t on the subject of target market engagement.

We now have an entire new set of questions to ask, and a whole new set of possible choices to pursue. And those possible choices require marketers and salespeople — equipped every with human judgment and knowledge of AI as a tool — to pursue them. We will be able to glimpse (see what I did there?) a brand spanking new horizon for customer figuring out and connection. Alternatively to get there, we’ll want to do some art work together.

One thing is obvious: Probably the greatest product sales and promoting and advertising and marketing teams of the long term will embed generative AI into the fabric of the entire thing they do.

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