Insight
How OpenAI is transforming customer experience
James Carr
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In our fast-paced digital world, brands are constantly looking for ways to elevate their customer experience (CX) strategies.
OpenAI has become a significant force in driving these innovations, thanks to its regular, cutting-edge updates that empower businesses to deliver personalised, efficient, and proactive customer service. The recent updates from OpenAI (some of you may know this as ChatGPT), particularly in August 2024, are poised to make a massive impact on how brands interact with customers, offering tools that enable faster, smarter, and more tailored responses.
In this post, we’ll break down these technical updates and explore their transformative effects on CX. As a leading customer experience agency, Code has the expertise to help brands harness these advancements to deliver breakthrough experiences that meet evolving customer needs.
Artificial intelligence (AI) is no longer a futuristic concept for CX—it’s here, and it’s transforming how businesses engage with customers.
Brands are using AI to:
All of which are key to delivering superior CX. OpenAI’s recent developments are the next leap in this journey, providing businesses with tools that deepen their understanding of customers and improve response times.
In this article, we’ll explore how the August 2024 updates from OpenAI are reshaping customer experience, with a focus on key features like enhanced file search and customisable ranking behaviour.
OpenAI’s updates in July and August 2024 mark significant milestones in AI capabilities, with a focus on making interactions quicker and more efficient.
This period saw two key updates:
The purpose behind these updates was clear: to help businesses make better use of the vast amounts of data they collect. File search now allows AI assistants to pull relevant data from a wide range of files in real-time, meaning customers receive accurate information faster. This is particularly valuable in customer support roles, where speed and accuracy are critical.
What this means for CX:
One of the most impactful features of the most recent August update is the introduction of customisable ranking behaviour. This update gives brands control over how AI ranks and prioritises information during customer interactions. Previously, AI responses followed predefined rules, but now businesses can adjust how responses are delivered based on specific customer needs, preferences, or business objectives.
For example, a brand could customise their AI assistant to prioritise responses for VIP customers, making sure they receive faster support or personalised product recommendations. This level of control helps businesses create a more bespoke CX strategy, aligning AI-driven interactions with business goals.
What this means for CX:
Brands can now provide contextually relevant recommendations and solutions in real time, enhancing the overall customer journey. The combination of enhanced file search and customisable ranking opens up new possibilities for personalisation. These updates mean that businesses can offer the right content, products, or support when and where it's needed.
At Code, we’ve seen first-hand how real-time personalisation improves customer engagement and loyalty. Our approach to customer experience strategy prioritises the seamless integration of AI, ensuring that every interaction feels personal and timely.
Customer service is where these OpenAI updates truly shine!
The file search feature allows AI-driven customer support to retrieve information instantly, cutting down the time agents spend looking for details and freeing them up to handle more complex issues. AI assistants can now manage a greater share of customer interactions, reducing friction in the service process.
According to OpenAI, you are able to get granular information about a past run step using the REST API, specifically using the include query parameter to get the file chunks that are being used to generate results. You can then log and inspect the search results used during the run step, and determine whether or not they are consistently relevant to the responses your assistant should generate. You can find more information on configuring ranking options here.
This kind of efficiency is invaluable for brands looking to build stronger relationships with their customers. By reducing wait times and delivering faster resolutions, companies can foster trust and satisfaction.
Impact on CX:
The customisable ranking behaviour also supports better decision-making within CX strategies. With more control over AI responses, businesses can align AI interactions with their broader CX goals. This allows for more strategic engagement, where certain customer segments—such as high-value or long-standing customers—receive prioritised attention.
As a result, businesses can now craft more meaningful experiences, driving customer loyalty and retention. This shift in CX strategy, powered by AI, is something Code specialises in, supporting our clients so that they can leverage the latest technology to stay ahead of competitors.
Implementing these updates requires a deep understanding of AI technologies and their application in customer experience. While the tools provided by OpenAI are powerful, they can be difficult to integrate effectively without expert guidance. This is where a customer experience agency like Code comes in.
We help businesses navigate the complexities of AI integration, so that these advancements don’t disrupt day-to-day operations and you can get on with what you do best. Our approach focuses on creating smooth, scalable AI-powered CX strategies that align with business objectives. By working with us, businesses can unlock the full potential of OpenAI’s latest updates without the technical headaches.
OpenAI’s recent updates are reshaping the future of customer experience, providing businesses with the tools to offer faster, more personalised, and more relevant interactions. From enhanced file search to customisable ranking behaviour, these innovations are opening new doors for how brands engage with customers.
For businesses looking to stay competitive in an increasingly AI-driven world, now is the time to act. Partnering with a customer experience agency like Code ensures that brands can implement these advancements smoothly and efficiently, delivering breakthrough experiences that drive growth and customer loyalty.
*Contact us today to learn more about how Code can assist you on your AI journey and help you navigate ever-changing technical updates without the worry of keeping up.*
Code is a customer experience, digital innovation and AI agency.
We’re a strategic digital partner that delivers breakthrough growth throughout the customer experience (CX).
We achieve this through our industry-renowned services in digital transformation, web development, brand strategy, conversion rate optimisation (CRO) and UX (user experience).
Our human centric approach underpins every aspect of our work.
A collective of experts in multiple disciplines, we collaborate to distil the complex needs of organisations and end users to engineer solutions that make an impact.
From fast scaling start ups to global brands, we can help you to transform your organisation.
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EssenceMediacom North helps brands to breakthrough in the new communications economy.
Disrupting models of media, EssenceMediacom North accelerates creative and business transformation for its clients roster, including Hillarys, Absolute Collagen, Webuyanycar.com and United Utilities.
The agency delivers breakthrough growth, capabilities, and revenue through the integration of media, creativity, data and technology, combined with its diverse industry-leading expertise.
Equipped with access to the richest data, robust benchmarking and advanced technologies, EssenceMediacom North unlocks new opportunities to deliver truly integrated media solutions for scaling and global brands.
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