Sybit and SAP Switzerland—Global AI Revolution Is the Future
The world of customer relationship management (CRM) and customer experience (CX) is undergoing a remarkable transformation through the use of AI. At the Sybit Expert Talk Switzerland 2024, René Meier and Marcel Brun from SAP Switzerland spoke about how AI is no longer just a buzzword, but a real force that is revolutionizing the way companies interact with their customers.
The importance of AI in the areas of CRM and CX is currently experiencing a hype. First of all, it is important to understand the differences between machine learning and generative AI. Machine learning is a sub-area of AI that focuses on recognizing patterns in data and making predictions from them. A classic example of this is the "next best offer" in sales, where the probability of successful sales opportunities is determined on the basis of large amounts of data. Generative AI, on the other hand, goes one step further. It enables machines to generate creative and new content based on learned texts. This capability opens up completely new possibilities in customer interaction.
SAP also has AI in operation: Joule, an AI-supported co-pilot that is available in all relevant SAP systems and enables easy access to data through text input. Although the benefits of AI are immense, there are also challenges, particularly in terms of data quality, data protection and change management. The technology is only as good as the data on which it is based. However, all indications are that generative AI will continue to gain importance in the CX world. The integration of company data into LLMs offers enormous potential. AI in CRM and CX is not just a passing fad, but a fundamental shift in how companies interact with their customers.
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