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There are two primary ways companies use GenAI. The first one consists in using off-the-shelf GenAI solutions developed by specialized firms. Those firms develop and sell ready-made GenAI products, tools, or platforms to other businesses, enabling them to leverage the power of artificial intelligence in their operations. For instance, Pencil, part of the BrandTech Group, can simplify an organization's creative marketing process by generating tailored ads for web campaigns through generative AI.
The second way consists in natively integrating GenAI in internal processes and value chains to improve productivity, save costs, enhance efficiency, and optimize various aspects of their operations, such as customer service, supply chain management, or decision-making processes. L'Oréal, for example, invested over one billion euros in tech and AI to stay ahead in the beauty industry; its initiatives include the CREAITECH lab for ethical AI-generated images. The company, which plans to train 40,000 employees in AI by 2024, also developed the L'OréalGPT chatbot to enhance internal efficiency (Alcaraz & Jacoberger-Lavoué,, 2024, May 24, #). Another notable example is Klarna, a Swedish BNPL firm and an early GenAI adopter. Although Klarna has made rather disruptive and provocative announcements regarding GenAI usage, which needs to be taken with some caution, the company is definitely an example of early adoption and internalization. Klarna claimed that its AI assistant, built in partnership with OpenAI, is currently handling the work of 700 full-time agents and manages two-thirds of the conversations on its customer service chatbot (Klarna AI Assistant Handles Two-Thirds of Customer Service Chats in Its First Month, 2024). Through this application and GenAI-fueled marketing content creation, Klarna claims enhanced productivity and decreased costs; its profits are estimated to reach 40M in 2024.
GenAI excels in two key areas: for very simple, low-impact tasks and as an assistant. For simple task automation, GenAI's efficiency and accuracy can streamline repetitive processes, saving time and resources. For example, GenAI can quickly provide relevant information without manual intervention when generating automatic responses to common customer inquiries. For such use cases, while hallucinations can still happen, their impact stays relatively minimal. As an assistant, GenAI can serve as a helpful resource for users by providing suggestions, answering questions, and guiding them through complex processes. Its ability to learn and adapt based on user interactions makes it a valuable assistant to enhance productivity and decision-making.
Ultimately, GenAI's effectiveness in handling simple tasks and supporting users as an assistant showcases its versatility and practicality in various business settings. Yet businesses eager to leverage this technology mustn't lose sight of the fact that GenAI is not a universal problem solver; it requires both technical understanding and customization to be genuinely efficient.
To ensure this efficiency, the first step is to properly frame business objectives and define a pertinent use case. Then, GenAI must be tailored to the specific requirements and complexities of the need being fulfilled. Technical know-how is crucial to unlock the full potential of GenAI and leverage its capabilities in a way that aligns with any unique business needs. Common pitfalls such as hallucination and reliability issues often stem from a lack of transparent data governance and unoptimized data flows. Like any new technology, successfully implementing GenAI requires a deep understanding of both its capabilities and limitations.
At fifty-five, we have actualized the transformative power of GenAI for many of our clients, such as Concentrix (formerly Webhelp). Having identified key areas where GenAI could complement this B2B specialist's operations, fifty-five empowered its sales team to optimize prospect/client interactions with a custom AI-powered platform. This platform seamlessly assists the sales team in processing prospect/client information, crafting personalized icebreakers, and refining and translating communications across multiple languages and channels to facilitate follow-up messaging. As proven through our varied GenAI case studies, businesses can unlock new levels of operational efficiency and customer engagement by harnessing this technology's potential, ultimately transforming their sales strategies for the better.
If you would like to know more about how to determine, test, and implement your own GenAI use cases, download our latest e-book, showcasing expert insights, practical advice, and real-live case studies.
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