How GenAI Can and Can’t Help Manage Customer Insights
Summary:
Companies want to harness insights about customers from a wide variety of places. Generative AI tools can help in new ways, but some ...
To understand their customers and markets, a growing number of customer-oriented companies are using generative AI tools, alongside the language and reasoning capabilities of popular large language models (LLMs), to access and analyze their own internal content. These hybrid knowledge approaches, which typically employ a technique called retrieval-augmented generation (RAG), allow the integration of a company’s own customer insights with the general knowledge base on which an LLM was trained. Companies taking this approach to what was previously called “knowledge management” reap several benefits, such as enabling employees to access and summarize content in natural language. That capability is particularly important in large organizations — where employees searching for insights often have no idea where those insights originated or how they...
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