Beyond ChatGPT—Understanding the Impact of Large Language Model Driven Generative AI

The recent introduction of ChatGPT from artificial intelligence (AI) firm OpenAI has captured the imagination of the world and moved AI further into mainstream conversation. ChatGPT is “humanizing” AI in a way that has not been experienced before, generating impressive content from relatively simple requests (or prompts) written in natural language. It’s a powerful tool, not just because it has dramatically advanced the capabilities of generative AI, but because it has introduced the power of AI to everyday consumers.

It’s a seminal moment in technology history, often equated to past technology milestones, like the launch of Apple’s iPhone. While much of the attention is focused on ChatGPT, it’s important to recognize that ChatGPT is just an application, and the underlying technology that powers it is the more important development. Indeed, LLM-driven generative AI stands to significantly impact, perhaps disrupt, many aspects of business and industry, including contact centers and customer experience (CX). Generative AI can be viewed as AI 2.0 for the contact center, helping organizations more easily implement enhanced AI and deliver improved CX as a result. There is tremendous interest and investment in this trend, with tech titans Microsoft, Google, Meta, and a host of other technology interests, from hyperscalers to startups, joining OpenAI and contributing to this AI frontier. This market insight will explore LLM-driven generative AI and discuss the promises and perils for contact centers.

Author: Bernardin Arnason