How to disrupt in the era of GenAI

Disrupting Customer Experience: Sprinklr’s GenAI Journey for Global Enterprises

Mr. Ragy Thomas, Founder and CEO of Sprinklr, explains that his company provides a unified technology platform for large global businesses. This platform manages all customer-facing functions, including customer service, marketing, and feedback. Sprinklr adopted an “AI-first” approach five to six years ago, driven by the necessity to process vast amounts of unstructured text data across over 100 languages.

The evolution of AI has been gradual, with Sprinklr developing capabilities to understand intent and sentiment from unstructured information. The advent of generative AI (GenAI) approximately a year ago was a significant breakthrough. It enabled Sprinklr to not only process information but also to “complete the conversation,” marking a natural progression in their conversation management business.

Mr. Thomas believes that despite the current hype, AI is “under-hyped,” suggesting its potential is far greater than currently perceived. For Sprinklr, the integration of generative AI into their products was a seamless and natural step, aligning perfectly with their core mission of managing customer conversations effectively and efficiently.

In customer service, GenAI revolutionizes the call center experience. Instead of navigating cumbersome IVR systems, customers can simply state their needs. For example, HDFC Bank, a Sprinklr client, allows users to inquire about their credit card balance by voice. AI identifies the customer and provides the information, seamlessly transferring to a human agent only when 100% confidence isn’t met.

On the marketing front, GenAI offers substantial benefits. One customer reported an 18% saving in their marketing budget, attributing it to AI’s ability to generate content, such as product photography and lighting. This demonstrates how generative AI can significantly reduce costs and enhance efficiency in creative processes for businesses.

However, Mr. Thomas emphasizes that for enterprises, especially brands and governments, maintaining brand consistency is crucial. The inherent unpredictability of general-purpose GenAI tools like ChatGPT is not suitable for business applications. Therefore, Sprinklr utilizes an application stack built on top of Large Language Models (LLMs) to ensure brand adherence and controlled outputs.