Artificial intelligence (AI) is rapidly redefining how businesses connect with customers. With 70% of enterprises set to operationalize AI architectures in 2025, we’re witnessing a technological transformation that is reshaping customer interactions across many industries.1
A New Customer Experience (CX) Frontier
Businesses face an unprecedented challenge: meeting increasingly sophisticated customer expectations while maintaining operational efficiency. AI has become a key piece to this complex puzzle, providing well-trained, resourceful capabilities across three critical business domains: marketing, sales, and customer service. Here’s a look at how trends in CX and AI are impacting each domain.
Marketing Personalization at Scale
Imagine a marketing approach that feels simultaneously broad and personal. AI can assist in this process by reviewing massive data sets to develop highly targeted communications. Microsoft professionals predict that generative AI tools can personalize up to 30% of outbound marketing messages, a dramatic leap from less than 2% in 2022.2 This means marketing teams can craft messages that resonate with their prospective customers and help drive engagement in mere minutes versus a lengthier creative process.
Sales: Predictive Intelligence, Strategic Engagement
Sales teams are no longer limited by traditional prospecting methods. AI-driven tools can identify market trends, pinpoint leads with the highest conversion potential, and offer real-time suggestions for further engagement. The potential impact is significant: Business-to-business (B2B) sales organizations can dramatically reduce prospecting and customer-meeting preparation time. The tools also can suggest post-sale and follow-up communications. By helping draft tailored messaging and touchpoints, AI can assist sales professionals looking to save time and build meaningful relationships.
Customer Service: Efficiency Meets Hyper-Personalization
Perhaps the most transformative AI application to date lies in customer service. According to Gartner, 79% of surveyed service and support leaders were knowledgeable about their organization’s plans for generative AI adoption. Of these leaders, 83% said their organizations either have plans to invest in generative AI or have done so already.3 This is significant because AI can help service teams:
- Accelerate resolution times
- Enable round-the-clock self-service options
- Provide personalized experiences to help foster customer loyalty
Microsoft’s own implementation of AI tools like Copilot illustrates the potential. Its customer support team saw a significant increase in first-call resolution, while sales teams reported feeling more productive.4
A Tech-Enabled Future
It’s important to understand that AI can’t replace the empathy, knowledge, and experience that humans can bring to the table. AI is a broad computer science term and tool. It includes a range of technologies that can perform intellectual tasks like humans can, such as learning, reasoning, and natural language processing. It can be trained on your organization’s data to provide specific answers and insights—and can help streamline repetitive or reoccurring tasks.
As many organizations embark on operationalizing AI architectures, a best practice is to have an AI implementation project “champion,” a stakeholder within the organization who views AI as a collaborative tool that can:
- Automate repetitive tasks
- Provide data-driven insights
- Unburden staff to focus on creative problem solving and higher-value initiatives
As AI becomes more integrated into business processes, responsible implementation is critical.
Preparing for the CX & AI Revolution
For businesses looking to embrace an AI-powered CX transformation, best practices include:
- Align AI solutions with specific business objectives.
- Prioritize in-depth training.
- Foster a culture of continuous learning.
- Regularly test and refine AI implementations.
As AI technology advances, organizations should continue to explore new ways to leverage it to enhance CX. Plan your CX strategy and choose an ideal AI solution to support marketing, sales, and service. By strategically leveraging AI, specifically in these domains, your organization can create more meaningful, efficient, and satisfying interactions that can help drive growth.
How Forvis Mazars Can Help
Business Technology Services at Forvis Mazars is a certified Microsoft Partner and recipient of the Microsoft Inner Circle Award. Whether you're looking to implement AI solutions or new business software, or customize your customer relationship management (CRM) or enterprise resource planning (ERP) systems, we can help. Connect with us today to learn more and plan your CX and AI transformation with Microsoft technology.
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