Generative AI: a competitive advantage that will soon be inescapable?

On June 8, 2023, i.e. 7 months after the opening of Chat GPT to the general public, Carrefour launched the Hopla assistant on its public site: a chatbot capable of composing a meal and pre-filling the customer’s cart in 1 click.

It is an undeniable technological feat, but also the forerunner of a competition for innovation that will be organized between companies to stay or take the stage…

Par Matthias Sanchez, Directeur Régional Adjoint Auvergne Rhône-Alpes d’Exakis Nelite

Reinvent your customer relationship

Digital life is punctuated by interactions with algorithms whose main objective is to predict users’ reactions to offer them products, films and music that are right for them.

Some algorithms even go so far as to modify the images to maximize the action.

Finding a specific product or getting out of the category the user has been placed into by the algorithm can sometimes be a challenge.

Finally, isn’t the user experience limited? Who hasn’t spent 20 minutes scrolling through a list of movies and then give up without watching a thing?

Generative AI and Large Language Models (LLMs) present an incredible opportunity for disrupt the digital relationship with customers.

You can listen to their needs, understand them and offer them the most suitable service.

Therefore, no site will win the innovation race simply by launching its service first. This will no doubt have a short-term effect, but in the long-term it’s the level of listening, advice and service from these conversational agents that will differentiate them.

Companies that know how to use these technologies to serve their customers and that provide the highest level of service with a unique corporate culture will be the ones that attract the most users and transform their customer relationship.

In addition to filling customer baskets, it is the ability to offer the best recipes, to choose the right products and, why not, to take into account allergies that will make conversational agents essential for the user experience of tomorrow.

Revolutionize your corporate culture

Since 2018, the advent of low-code/no-code has led companies to embark on a profound transformation aimed at supporting employees in automating their repetitive tasks and standardizing processes.

In this context, Generative Artificial Intelligence and LLMs (Large-Scale Language Models) can also accelerate this transformation.

Let’s take the example of a lawyer reviewing a contract. Until now it was possible to list the rules and search for keywords in the text, but this was neither satisfactory nor easy to set up.

With LLMs it is now possible to simply build ‘co-pilot’ systems which pre-analyse the contract and highlight the paragraphs important to the lawyer. Therefore, artificial intelligence does not replace the lawyer, but helps him to spend more time on other tasks, such as the advice he provides to his clients.

However, we shouldn’t be naïve to the changes that are coming, because it will be difficult for employees to reinvent the way they work around these tools without support.

The low-code/no-code setup experience, albeit slower, offers two ways to support this change in business.

The first is to create ambassadors or superusers who will be pioneers in transforming your business.

The second is to create an “artificial intelligence factory” capable of supporting employees in realizing their ideas.

However, the worker must remain at the center of the choices that will be made, because these innovations, although very impressive, are nevertheless imperfect and are based above all on the human knowledge and know-how of the companies.

The year 2023 will be characterized by permanent innovations and we are only at the beginning of a change that will have a lasting impact on personal and professional daily life.

As happened in its time with the advent of the mobile phone, this change will also meet its detractors, but it will impose itself even more rapidly in our daily life, now highly digitized.

As is often the case, understanding the true capabilities of these tools, as well as their limitations, will determine the impact they will have on our daily lives…

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