Generative Artificial Intelligence is revolutionising how brands engage with customers and optimise internal operations to deliver personalised and efficient services. This transformation was a focal point at Disrupt 2024, Sabio Group’s premier event on customer (CX) and employee (EX) experience. Held in Madrid, this event convened industry leaders and technology experts to discuss the future of Generative AI and its impact on customer service and operational efficiency.
Tangible Applications and Benefits of Generative AI
At the event, various use cases demonstrated how Generative AI is significantly enhancing customer and employee experiences. Armando Martínez Polo, Partner in charge of Technology Consulting and AI at PWC, moderated a panel that included representatives from Vodafone, Adamo, Pluxee, and AXA. He noted, “This year, Generative AI has offered all companies the opportunity to test new tools, and we expect 2024 to mark the beginning of projects with relevant impact.”
In the telecommunications sector, customer service is paramount. Ruth Martín, Customer Service Channel Development Manager at Vodafone, highlighted how Generative AI is transforming their approach. “AI allows us to analyse customer data in real-time, tailoring our messages to their specific needs and emotional states, which redefines personalisation in customer service,” she explained. This capability not only enhances the customer experience but also optimises processes and reduces costs.
Ramses Sot, Transformation Manager at AXA, shared insights on AI integration in the insurance industry, emphasising its importance in personalising and streamlining customer service. “What you have to try to see in technology is a way to make things simple and fast for the customer and to ensure human value in the face of the problems that really matter to the customer,” said Sot. This approach underscores the potential of AI to complement, rather than replace, human interaction in customer service, ensuring technology supports the essential human experience in insurance.
Economic and Employment Impact of Generative AI
A significant theme discussed was the impact of Generative AI on employment. Ruth Martín from Vodafone emphasised the need for a revolution in training and job skills. “Like any revolution, the transformation is rapid and we must be prepared to adapt to new roles and market needs,” she stated.
José Luis Plasencia, CIO & COO for Spain and Portugal at Pluxee, noted that while 80% of employees are concerned about AI replacing their jobs, the focus should be on reskilling. “It is not specific job positions that are going to disappear, but those tasks that artificial intelligence can optimise,” he explained.
The economic impact of AI technologies was also a key discussion point. Training advanced models such as Gemini can cost up to $190 million, or $80 million for models like OpenAI and Microsoft’s GPT-4. “Adopting generative AI is not just a matter of technology, but of carefully assessing its cost-effectiveness and its impact on productivity,” said Martínez Polo. The distinction between productivity and competitive advantage was emphasised, suggesting companies should focus on AI applications that offer clear and differentiating benefits.
Challenges and Ethical Considerations
Panelists also addressed challenges such as data security and customer privacy. “Trust and ethics are critical when implementing any form of artificial intelligence,” said José Luis Plasencia of Pluxee, stressing the importance of regulating AI and aligning it with social and ethical standards.
Disrupt Madrid 2024 concluded with a commitment to responsible innovation and solutions that enhance business efficiency while strengthening human connections. “Our goal is to ensure that every interaction is more human, more personal, and more efficient, thanks to the power of generative AI,” concluded Daniel Gil, AI and automation specialist at Sabio.