Modern State-of-the-Art Generative AI Uses and Practices for Product Innovation, Marketing Strategies, and Enhanced Customer Experience

Abstract

OpenAI made Generative Artificial Intelligence something most people have access to and a technology, people know of. Nowadays, businesses seek to utilize its maximal potential for smoothly balanced human-computer interaction and operational efficiency solutions. AI use continues to reduce tedious base work from day-by-day activities. Here Generative Artificial Intelligence (GAI) refers to a set of technologies, capable of e.g. producing meaningful texts, image, data analysis and operational activity suggestions. Well-known applications include proactivity enhancements, marketing material generation, product development, digital (twin) customer service agents, supply chain routing and optimization, business decision-making, etc. The full rainbow of different pipelines, where GAI tools are used in multiple different steps, is well less studied and known. Especially those pipelines, which by nature, are producing more profound changes in organizational productivity, work quality, error reduction, and overall end customer experience enhancement fronts. In this context, our research focuses on examining and analyzing modern-day GAI applications, product and service generation, marketing and user/customer experience-related business pipelines, and current practices, across a range of domains, on extending current academic and practical use basis knowledge of different applications and uses of GAI in context of many different industrial application areas. We help build the current status quo overall picture of GAI utilization areas, from product design to marketing and user experience, by investigating methods and architectures employed and advancing the practical significance of each application.