GenAI in action: Transforming APAC business functions to deliver superior customer experiences
Customer experience (CX) has become a critical growth driver for brands seeking to differentiate themselves in today's competitive landscape. Across the Asia-Pacific (APAC) region, businesses are adopting innovative strategies to deepen customer engagement and carve out a unique market presence. Among these strategies, artificial intelligence (AI) — particularly generative AI (GenAI) — stands out as a game-changing force, capturing the attention of C-suite leaders across the region. Notably, GenAI is projected to contribute between $1.2 trillion and $1.5 trillion to India's GDP over the next seven years (2023-24 to 2029-30), driving an annual growth boost of 0.9% to 1.1%. Reflecting this potential, nearly 30% of businesses in India are planning significant investments in employee training, advanced GenAI software, and consulting services over the next 18 months. Similarly, in China and Southeast Asia, 34% and 24% of the businesses are planning significant investments in GenAI, respectively.
What sets GenAI apart is its ability to democratize innovation, empowering businesses of all sizes to leverage its capabilities. Unlike traditional AI models, GenAI excels at generating new content—whether text, audio, video, images, or code—from existing data based on precise prompts. This unique capability positions GenAI as a key tool in helping brands rise above the "sea of digital sameness," enabling the creation of personalized, dynamic, and efficient customer interactions throughout their journey.
Ways GenAI Improves CX
GenAI is transforming CX by enabling businesses to offer conversational experiences. The preference for conversational messaging is reflected in the 473 billion messages sent on our platform in 2023, revealing a fascinating shift in the types of messages being sent and consumers' expectations for a deeper connection with the brands they buy from. In the business messaging landscape, conversational AI tools have achieved notable success in delivering innovative chatbot solutions. For instance, LAQO Insurance launched a GPT-powered assistant for customer support designed to handle insurance claims and provide general information while minimizing inaccuracies and reducing the risk of hallucinations. This example highlights the significant trust customers are likely to place in AI when it is implemented thoughtfully and responsibly.
Similarly, in India, Apollo 24|7, a leading healthcare platform, delivered more personalized and digitized healthcare experiences for its users. By leveraging AI-powered solutions, the platform significantly accelerated issue resolution and achieved impressive outcomes, including a 95% omnichannel delivery rate, a 67% chatbot engagement rate, and a 15% increase in conversion rates.
Exploring GenAI Use Cases Across Marketing, Sales, and Support
GenAI is gaining traction across industries, and it is clear that a messaging strategy powered by a conversational customer experience platform is vital for building closer connections with customers through personalized, two-way interactions. As a result, marketing and sales leaders are rapidly integrating this technology into their workflows to boost efficiency and enhance customer engagement. Businesses can build a solid customer engagement strategy by leveraging the right channels—ranging from WhatsApp to RCS (Rich Communication Services), Messenger, and other chat apps. By building chatbots across these channels using SaaS solutions, they can deliver AI-powered yet highly personalized customer experiences.
GenAI supports this customer engagement by enabling hyper-personalized interactions and streamlining processes. In marketing, it transforms brand communication with tailored recommendations and personalized promotional content across text, audio, and video formats. By analyzing customer behavior, GenAI enriches the customer journey while freeing teams to focus on strategic tasks. For sales, GenAI serves as a virtual assistant, managing tasks like lead generation, demo scheduling, and follow-ups. It automates routine operations such as email scheduling and data entry, enabling teams to focus on nurturing customer relationships and driving value. Additionally, GenAI enhances experiences with 24/7 conversational AI chatbots for customer support, providing instant responses.
Conclusion
While the use cases for GenAI are poised to expand, offering transformative potential across various business functions, many organizations remain in the early to mid-stages of adopting AI and machine learning (ML). Notably, 69% of CEOs in the APAC region recognize a significant opportunity to leverage AI for differentiation and business growth. However, successfully integrating GenAI into CX tools requires a thoughtful, strategic approach.
One of the initial steps is identifying key pain points by analyzing existing data and tracking common customer queries or frequently asked questions. Businesses should also define the specific role of an AI assistant, detailing the tasks it will handle—such as user registration, shopping assistance, or appointment scheduling. Additionally, companies should establish measurable goals for the chatbot's performance, such as the number of queries resolved, product demo bookings, or conversion rate improvements. Taking these steps ensures that GenAI deployment aligns with broader business objectives, driving both enhanced customer engagement and operational efficiency.
