How We Use Generative AI to Respond to Unique Customer Needs
How do you feel about generative AI? Perhaps your feelings land somewhere on Gartner’s Hype Cycle. This handy graphic depicts the maturity, adoption, and social application phases of specific technologies.
We’ve already passed through the peak of generative AI hype. So, if you feel a little wary about the technology, that’s normal. The Trough of Disillusionment comes after the Peak of Inflated Expectations.
Except for me and my colleagues. I don’t think we’re in a trough. It feels more like the Valley of Sunny Optimism ??
We’re upbeat about generative AI because we’ve harnessed it to?do something super helpful. My example might not sound flashy, but it’s made a big difference to our sellers and customers.
Lenovo Studio AI Rapidly Delivers Tailored Marketing and Sales Materials
Lenovo's marketing and product teams regularly create product data sheets for our salespeople to start customer conversations. These marketing materials are unique because they must be tailored to different industries, which is virtually impossible to do in advance. For example, marketing material for healthcare customers differs from banking and telecommunications customers, and so on.
If you’re an IT decision-maker, you want to see marketing materials relevant to your business or institution, not cookie-cutter recommendations. Creating and curating these materials is a critical function for us because first impressions with prospective customers count.
The cost of producing marketing materials and datasheets with creative agencies adds up. It's also costly to fix errors and presents data security risks.
Well, it used to be expensive. Generative AI has fixed that.
We now use an AI tool to create industry-specific versions and translations of finished customer content for our sales teams – that’s up to 30 languages!
The Lenovo Studio AI solution menu guides marketing and sales teams through the content-creation process, enabling them to quickly deliver high-quality materials to IT decision-makers.
Not only is Lenovo Studio AI convenient, but it also saves us time and money:
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?? Now, each product data sheet and flyer takes seconds to generate vs. 6 weeks with an agency.
??We're on track to save up to $16 million in marketing and sales enablement content production costs for 180 B2B products and services next fiscal year.
Thanks to this application of generative AI, customers receive personalized and industry-relevant marketing, and our employees and partners have a powerful and efficient way to share IT success stories and proof points with the market.
The power of generative AI is compelling because it enables organizations to interact with their data using natural language prompts. In this case, the data?is the hundreds of customer success stories we have across multiple industry verticals. Until Lenovo Studio AI, sellers might miss those stories.
To this point, when chatting with David Rabin , VP and CMO of Lenovo’s Solutions and Services group, he said, “We spent a lot of time trying to pare down our content offerings but now we could have millions of assets. Instead of giving identical pieces of content, why not empower the seller in real-time? Give the tool all the data and info to make the perfect assets and it’ll address the customers’ unique needs as stated in the salesperson’s meeting notes.”
Now we have an AI solution that takes a request written in natural language—for example, ‘a product brochure for edge computing solutions in the healthcare sector in North America’—and creates the asset based on that marketing brief.
The previous sentence sums up why this generative AI project is a success. The project started with a question: How can we go from marketing brief to asset faster while leveraging many proof points from existing customer relationships?
Your generative AI project will gain traction if you define a clear use case to inform the?vision, strategy, and ROI model.
A Culture of Experimentation Leads to Successful AI Implementation
Also, your company culture helps influence successful AI implementation. Lenovo Studio AI saw the light of day because we foster a culture of responsible experimentation. That experimentation includes stakeholders from multiple departments. And, of course, our experimentation is also guided by governance and compliance.
Would you like me to share more information about the DOs and DON’Ts of successful AI implementation? If so, please let me know in the comments.
And why not check out me and Roman Olney , Lenovo’s head of global customer enablement demonstrating Lenovo Studio AI with Alan Antin of Gartner in this free webinar?
President, Content Evolution
2 个月Dilip, glad to see this working for your team. It’s working for us, too: Content Evolution Digital Advisors (CEDA) can do a lot of heavy lifting! Writing, creating, and enabling our team members - and ability for CEDAs to write collectively. https://a.co/d/cWXAPX6
Founder, Strategist, Author, Speaker | xGoogle, xDisney, xFox, xUniversal | AI, CX, CS, CT, APIs
2 个月The concept of the Trough of Disillusionment suggests a moment when inflated expectations crash against reality, often painting it as a phase of inevitable disappointment. However, I see it differently. Disillusionment implies that the excitement was misplaced or unwarranted, but in many cases, especially with AI, the hype persists precisely because people don’t fully understand the technology.
Sr. CX Strategist| GTM Sales| Sales Readiness| Sales Transformation| Storyteller | Fitness
2 个月Loved This! Dilip Bhatia It’s exciting to see how Lenovo is leveraging generative AI to not only address customer needs but also drive deeper engagement. It's highly innovative to use CX to save revenue on Sales and Sales Enablement efforts as well. Way to go!