One of the most eager industries to explore generative artificial intelligence in their operations is telecommunications (KPMG, 2023). The telecom sector in the Nordics experiences high rivalry among the big and established companies that all strive for the leading position. Customers have low switching costs and strong bargaining power, and therefore creating a competitive advantage and standing out to customers is crucial for telecom companies.
In my previous post, I talked about how in my traineeship in the telecommunications industry, ChatGPT was my savior. Apart from just creating solutions facilitated by artificial intelligence, our unit was also responsible for teaching other units about generative artificial intelligence and future business cases it could be used for.
Using generative AI in marketing was one of the main paths we were exploring in the company. Using OpenAI (ChatGPT and Dall-E) we investigated possible business cases with marketing executives and specialists. As we aimed for the “low-hanging fruits” and easy and efficient applications to use, we focused on using generative AI in marketing campaigns (text and visuals). The main reasons for using a generative AI solution were creating a better customer experience and standing out to the target customer groups more efficiently as well as saving costs as innovation and content creation processes within the company were ineffective and resource intensive. We had taught our brand image to Dall-E, and it succeeded in creating campaign visuals that fit the company vision perfectly. Accurate text generation was a harder task, the text generated was too formal, inconsiderate, or stammering. However, our team felt like teaching ChatGPT about previous successful marketing campaigns would have solved that problem.
One big challenge with using OpenAI we were facing was exposing our future campaigns and leveraging customer data, as those posed major data privacy risks as well as a possibility of revealing company secrets. Therefore, creating our own company GPT platform was one of the most important tasks for our intelligent automation team. Today, that solution is ready and waiting to be published to be used for marketing campaigns.
Has your workplace created its own generative AI-based tool or leveraged existing ones? Share your own experiences!
Reference list:
KPMG. (2023). Technology, media, and telecom lead the charge on generative AI. Available at: https://kpmg.com/kpmg-us/content/dam/kpmg/pdf/2023/technology-media-telecom-gen-ai-survey.pdf
My current workplace is at a company not part of the technology or communications sector, but it is a large, multinational corporation. I interact often with the IT department, and I know that they often struggle with a large amount of tickets as well as people using the wrong channels to submit them. I’m not sure if its on the table for them, but using an chatGPT powered bot to filter through the most basic tickets could help them immensely. Nice to see a description of AI implemented for internal use!