AVALANCHE GROWTH PARTNERS

by Tony Palladino

I am constantly learning more and more about the role of AI in our business world. Recently, I was working with a client in a session focused on various use cases to leverage AI as it relates to their product offering and their website for an enhanced customer experience (CX).

The Front-end

On the “front-end” website, an AI-bot or avatar can be created as a character to interact with users or customers coming to their website. You can picture a happy puppy dog wagging its tail, willing to go fetch whatever it is you need, on the spot. Of course, the puppy dog will have the intelligence of a high school graduate armed with just the right questions to ask the user in order to steer them down the desired path. This front-end application of AI is relatively inexpensive to implement and can be done rather quickly.

The Back-end

On the “back-end”, the use of Large Language Models (LLMs) with hooks into the company’s app or product can enable a key differentiator to enhance CX, acquire new customers and drive revenue growth. Think of an arbitrage engine combing the internet for specific data needed to support a list of options and create a recommendation, as a component of the company’s product offering. This back-end application of AI is more expensive to implement and there’s a cost for each use case. The ROI is tied to the business value of the use case and can be a key differentiator impacting a positive user experience.

Orchestration

Either way, front-end or back-end integration, the AI technology that is implemented will need to be trained – and continue to train itself – to enable the desired outcomes. In both instances, there exists a business process workflow. It is a “best practice” to identify the details around the workflow prior to implementing any AI technology, including the objectives, desired outcomes, and all the steps and stages along the customer journey.