What: Bain's research identifies five design principles for deploying generative AI in the customer journey.

Why it is important: Retail customers are optimistic about generative AI: about half of those surveyed see great potential in these new tools.

Customers value passive generative AI features such as summarising reviews integrated into their journeys—sometimes even more than they value standalone generative AI features. Online shoppers understand the potential for personalisation with generative AI, and they seem more willing to share personal data than they might in other contexts. In retail, generative AI can help deliver great customer service more efficiently, especially in parts of the journey that have proven more difficult to reach.

Generative AI’s Potential to Improve Customer Experience