Navigating a shifting customer-engagement landscape with generative AI

Generative AI's ability to harness customer data in a highly sophisticated manner means enterprises are accelerating plans to invest in and leverage the technology's capabilities. In a study titled "The Future of Enterprise Data & AI," Corinium Intelligence and WNS Triange surveyed 100 global C-suite leaders and decision-makers specializing in AI, analytics, and data. Seventy-six percent of the respondents said that their organizations are already using or planning to use generative AI. According to McKinsey, while generative AI will affect most business functions, "four of them will likely account for 75% of the total annual value it can deliver." Among these are marketing and sales and customer operations.