KPMG – Artificial Intelligence and the orchestrated customer experience, 2024

The report by KPMG emphasizes the significance of customer experiences and the role of Artificial Intelligence (AI) in enhancing them. It identifies companies that excel in providing strong customer experiences and stresses the need for intentional interactions that help customers achieve their objectives while delighting them. AI is viewed as a transformative technology capable of personalizing customer journeys on a large scale, resulting in improved customer satisfaction and cost reduction for businesses. However, the report acknowledges a global decline in customer satisfaction attributed to brands' inability to meet customer expectations and the implementation of technology lacking empathy and human touch. The report introduces Generative AI, which employs Large Language Models to enhance customer experiences and interactions. It suggests that this technology, along with future advancements, has the potential to continuously enhance capabilities and behaviors, ultimately impacting customer engagement. Furthermore, the report highlights the response of CEOs to AI's potential, with a significant percentage prioritizing investment in Generative AI and expecting a return on investment within three to five years. It also mentions that leading companies view AI as essential to their operations. In conclusion, the report underscores the importance of customer experiences, AI's potential to enhance them, and the increasing focus of CEOs on investing in AI technologies.