What AI Agents Mean for CX

Artificial intelligence is revolutionizing customer experiences by enabling more personalized, efficient and responsive interactions. The next opportunity comes in the form of AI agents, which carry the potential to help companies connect more deeply with consumers across the world. Similar to with the integration of AI, there are steps leaders must take to ensure their organizations can truly seize the benefits. Michelle Grant, director of industry insights at Salesforce, shares why the consumer goods industry is uniquely positioned to adopt AI agents, how they can help turn passive product users into engaged brand advocates, what to consider for integrations and much more. As the director of the industry insights segment of Salesforce for the retail and consumer goods industries, Grant tracks the trends impacting those industries, especially through the lens of technology. Given that some consumer goods companies have been around for decades and market to a wide range of consumers, they require a wealth of content and assets to truly represent their brand voice. As a result, this means the companies are well positioned for AI agents because of their deep experience and vast archives of data and content; however, these strengths are also their biggest hurdles because AI agents require clean, quality, harmonized data to work properly. There are a number of ways that AI agents can help brands turn consumers into engaged brand advocates, such as innovation, marketing and new types of experiences.For example, AI agents can speed up innovation and make it more personalized to even more niche consumer segments. AI agents scrape the entire internet to give feedback on what consumers are talking about, including their needs, and organizations can marry these insights with their own research and customer feedback. As a result, consumer goods companies have the potential to start prototyping products more quickly and put them in the market much earlier than before. Grant likened this to having nearly “real-time innovation” to engage consumers. AI agents also carry tremendous potential when it comes to their translation capabilities. Not only can agents do this with a great deal of nuance because they've been trained on the consumer internet, but they can also do it faster and at a scale that humans aren’t capable of. This also means they can help break down the silos that are commonly found in large, global consumer goods organizations when it comes to who controls the marketing imagery for a country by equipping everyone with equal access to the same tools and capabilities.Watch the full video to learn more about what consumer goods leaders can do to prepare their organizations for AI agents, including how to measure success.

What AI Agents Mean for CX

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