Experts explain: 5 Generative AI use cases and how it will change your business

8 May 2023 | 27 min read
Generative AI use cases for business

As businesses strive for greater efficiency and innovation in today’s fast-paced marketplace, emerging technologies like Generative AI have become essential tools for achieving success and growing revenue. With products of GenAI, companies can tap into the power of cutting-edge AI models, such as GPT-4, DALL·E 2, Midjourney and Stable Diffusion, to unlock new levels of creativity, productivity, and problem-solving. These advanced systems are reshaping how we think about computing, enabling us to generate original content and create advanced reports or automatically identify risks for key supply chain processes as well as develop complex software. All that as if by magic, just in a few seconds!

As the Chief AI Officer at Miquido, I believe it’s essential to understand how these Generative AI tools can be used to drive growth and stay ahead of the competition. Especially since their capabilities are available to everyone, even those lacking specific machine learning skills or having no technological expertise. With that said, how can businesses utilise GenAI’s skills to boost development and maintain an edge over rivals? Let’s look at some most exciting commercial applications.

Curious to know how to harness the power of Generative AI for business growth?

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1. ChatGPT in Customer Assistance: enhancing efficiency, personalisation and app user satisfaction

Chatbots powered by ChatGPT are changing the game in customer service, offering businesses robust support for their end users and employees with a range of powerful applications for engaging with customers, quickly resolving issues, and building loyalty. 

Mobile applications equipped with AI-driven chatbots can lay claim to competitive advantage with outstanding customer support. Thanks to responding to customer reviews quickly, using automatic replies to reviews on websites like Yelp and Google, and providing fast and efficient help, companies can boost their in-app engagement and user satisfaction. As providing users with real-time updates and tips for resolving technical issues with quick and empathetic responses can defuse tensions and turn negative experiences into positive ones. Nothing better to create meaningful connections and growth!

What’s more, models like GPT-4 will make time-consuming searching through documents or looking for answers in FAQs a thing of the past. By using natural language processing, Generative AI chatbots can help your customer support team respond to user questions and provide the necessary information in a time-saving and hassle-free manner.

Recent Generative AI Business use cases in customer assistance

Nowadays, we’re seeing more and more exciting use cases and business attempts to discover the possibilities behind AI-powered chatbots. According to Eugene Mann, the product lead for Stripe’s Applied Machine Learning team, their objective was to identify products and workflows that could be accelerated by large language models, as well as to gain a better understanding of where these models excel and where they face challenges. 

“GPT-4 was a game changer. It opened up a lot of areas”
Eugene Mann, Product Lead, Stripe Applied Machine Learning

After compiling a list of 50 potential applications for testing GPT-4, Stripe’s team reviewed and tested the prototypes. The results? The team has identified 15 promising prospects for integration into Stripe’s platform, such as customising support, responding to support queries, and detecting fraudulent activities. 

Other examples of ChatGPT-powered customer assistance apps include Shopify’s free messaging tool Shopify Inbox, where AI is intended to assist consumers in making product selections by, for instance, asking more questions to narrow down the product option, spotting chats that convert and sharing products right from chat.

Need more recent Generative AI use cases? A prominent European online fashion and lifestyle platform – Zalando, will soon introduce a fashion assistant beta version powered by ChatGPT on their app and web platforms. This innovative feature will allow customers to explore and shop through Zalando’s extensive range using their own fashion terminology and words, thus providing a more intuitive experience. The initial release of the beta version will be restricted to a chosen set of customers and is expected to be rolled out by Spring.

“At Zalando, our customers have always been at the centre of everything we do. As a leader in fashion e-commerce in Europe for 15 years, we have consistently embraced new technologies to enhance our customers’ shopping experience. We are excited to be experimenting with ChatGPT to help our valued customers discover even more fashion they will love”, says Tian Su, VP of Personalisation and Recommendation at Zalando. 

With the rapidly evolving capabilities of GenAI, we can only expect more and more companies to leverage generative models’ potential in customer assistance, leading to more efficient, personalised, and satisfying experiences for both customers and businesses.

2. The advantages of AI-driven personalised content and business-specific assistants in Marketing & Sales

To successfully implement AI-driven personalised content and business-specific assistants in marketing and sales, businesses must first identify areas where this technology can have the most significant impact and establish a system for monitoring its progress. In case you are planning to build it from scratch, it is essential to assemble a cross-functional team comprising data science experts, skilled developers, designers and functional business leaders to ensure successful implementation and efficient operation. However, from day to day, new custom solutions arise, creating the possibility to incorporate the AI-based tools into your own marketing strategies and sales with just a few clicks. Some of the available solutions may be added to your mobile or web app with just the help of Generative AI Development company.

Generative AI benefits for marketing teams and projects

The use of GenAI in marketing provides significant advantages for creative, marketing and design teams by enabling them to produce high-quality content quickly and efficiently. Major companies such as Adobe, Canva, Microsoft Designer and Shutterstock already offer generative AI tools for editing images, creating graphics, and generating videos. 

In addition, social media apps such as Synthesia, Lumen5, and Supercreator use AI-generated videos and realistic images to create engaging and personalised content for their users. The ability to create realistic avatars, use filters or effects can also help marketers enhance the user experience and increase customer engagement. By leveraging the power of generative AI, marketing teams can create compelling content that resonates with their target audience and boosts conversions.

The latest version of GPT, GPT-4, offers increased creativity and collaboration capabilities, enabling it to generate, edit, and co-create with users on creative and technical writing tasks. Examples of these tasks include composing songs, doing music generation, realistic speech audio, writing screenplays, or learning a user’s writing style through iteration. All of these capabilities can reinforce the creative teams in your company, contributing to better brand recognition and product popularity.

There are many more examples of AI-powered marketing activities, with examples such company Waymark, which was refining its user-friendly video creation platform with the help of GPT-3. According to its case study, this technology assisted the marketing and creation teams in producing more robust, more relevant and customised scripts for each customer on a continuous basis. 

Benefits of Generative AI tools for growth and sales teams

Generative AI can meaningfully help improve sales performance and streamline the sales process. One of the main benefits of using GenAI is the ability to flag risks and identify potential problems before they become major issues. Generative AI can analyse sales data and customer interactions to identify patterns indicating the loss or risk of a potential sale. It can also help sales teams segment customers based on their needs and preferences, allowing for more personalised and targeted sales efforts. 

With the help of AI-based features, sales teams can proactively mitigate risks and avoid losing valuable deals. For example, by analysing the transcripts of meetings and e-mail exchanges with customers and flagging the risk based on external elements of the conversation (e.g capturing customer requests and objections). Or by performing automotive meetings analysis and discovering who and how talks about the company, and how customers react to it.

Example of Cresta tool powered by AI
Source: Cresta website

Another benefit of using Generative AI is recommending the following interactions and suggesting personalised messaging for customers. By analysing customer data and behaviour, GenAI can offer the most effective communication methods and messaging for follow-up customer interactions. One of the new solutions on the market was introduced by Cresta. The tool helps sales teams discover winning sales behaviours, determine whether some of them are being followed, and reinforce those behaviours in real-time with real-time guided selling. This can improve customer satisfaction and engagement and ultimately lead to more successful sales outcomes.

Another Generative AI use case in sales enablement is, for example, Microsoft Dynamics 365 Copilot. It allows sales teams to utilise GenAI in ERP and CRM systems. With this technology, they can create personalised emails, create automatic meeting notes, and predict risk capture for key supply chain processes. This can help sales teams save time and increase efficiency, allowing them to focus on building customer relationships and closing deals.

Curious about how to harness the power of Generative AI to streamline operations, document processing, and elevate productivity?

Join the AI Waves#8 free webinar to learn about Generative AI use cases and how to improve your business productivity and profitability.

3. Automated code generation and debugging with Generative artificial intelligence for faster mobile and web app development

GenAI is a powerful tool for speedy mobile and web application development. The technology can save developers time and effort in the coding process by analysing code and automatically writing parts of the solutions. Additionally, AI can be used to identify and fix errors in code, reducing the need for manual debugging and allowing developers to focus on other aspects of app development. 

One of the top examples is Github Copilot. According to its gathered data, the tool allows developers to speed up the coding even by 96% (with most repetitive tasks), concentrate on larger issues, and remain in the flow longer, contributing significantly to being more satisfied with their job (88%). 

OpenAI Codex, a generative pre-trained language model developed by OpenAI, powers GitHub Copilot. It is available as a Visual Studio Code, Visual Studio, Neovim, and JetBrains integrated programming environment (IDE) plugin. 

What’s more, with the help of Generative AI tools, business owners can reduce the costs of building websites even based on popular software or content management systems like WordPress. Examples include CodeWP – an artificial intelligence code generator designed and trained, particularly on WordPress, WooCommerce, PHP, JS and jQuery. 

Moreover, Generative AI-powered tools have revolutionised part of the design process in mobile and web creation, providing developers and experienced product designers with powerful tools to create, mock-up, test, and deploy applications. These tools can today assist designers in swiftly creating prototypes that are both practical and visually appealing. Additionally, by implementing Generative AI tools into user testing, tasks allow developers to gather feedback and insights from users in a more streamlined and efficient manner.

Overall, using GenAI can significantly speed up the app development process, enabling developers to create high-quality apps more quickly and efficiently. By automating many of the tedious and time-consuming tasks involved in design, testing, and deployment, developers and designers can focus on the more creative and strategic aspects of their work, leading to better outcomes and a smoother development process. 

Available AI-enhanced communities built around machine learning solutions and models are highly popular among developers. For instance, Hugging Face enables thousands of creators to work as a community to solve Audio, Vision, and Language tasks with AI. Fans of AI-based solutions gather to create better digital products to serve millions of users and meet their ever-growing expectations.

Miquido’s design and development team Generative AI use cases. How are we using it?

To gather another point of view, I asked my colleague Łukasz Boruń, Backend Team & Tech Leader in Miquido, to share his insights and experience with GenAI. 

“In order to gain a deeper understanding of the realistic outcomes and potential profits we can achieve by incorporating artificial intelligence into our daily approach to tasks and responsibilities, we have assembled an in-house GenAI team. This specialised team is working diligently along two parallel streams to ensure the successful integration of GenAI in our operations:

Technical – In this stream, our primary focus is on leveraging state-of-the-art tools, such as GitHub Copilot and ChatGPT, to significantly enhance our productivity and elevate the quality of our code. By harnessing the power of these cutting-edge technologies, we aim to streamline our development process and reduce the time it takes to bring new features and improvements to the market.

Business – The second stream revolves around addressing key concerns surrounding security and confidentiality, as well as celebrating our initial successes. It is of utmost importance that the Generative AI solutions we choose to implement have clear and transparent privacy policies which are easily understandable by all stakeholders. This not only ensures that our proprietary information remains secure but also fosters trust among our clients and partners. We are proud to announce that we have already achieved our first successful implementation of Generative AI for one of our clients, showcasing the tangible benefits it can bring to his organization!

As part of our ongoing internal initiatives and training, our team is in the final stages of developing a proprietary tool called “Knowledge Base.” This innovative platform, built on ChatGPT and hosted on Azure Cloud, is designed to consolidate all pertinent company information into one accessible resource. By training our AI to become familiar with every aspect of our organisation, we can empower our employees to obtain answers to their questions without having to consult with their colleagues constantly. Ultimately, this should lead to increased efficiency and improved collaboration across the company.

Through these concerted efforts, we are confident that the integration of AI technology into our human resources and business processes will not only enhance the overall performance of our team but also enable us to remain at the forefront of our industry.”

Łukasz Boruń Tech Leader at Miquido
Łukasz Boruń Tech Leader at Miquido

4. Predictive analytics made easy: harnessing the potential of machine learning and GenAI for accurate forecasting and data synthesis

In recent times, analysing structured data such as transaction records and click streams has become a mastered art for human beings. However, with the emergence of pre-trained transformers, text analysis is becoming just as easy as analysing numbers. This breakthrough technology can help machines process language and reinforce human work in text analysis. For instance, Generative AI can assist in fraud detection by analysing large volumes of unstructured data such as customer reviews, social media posts, and call centre transcripts to identify patterns and anomalies humans may miss. Going further, backing up your analysis with AI reinforces your decision-making teams with forecasts, deep research and data visualisation.

Generating charts or reports based on natural language queries can help your leaders’ teams by providing quick and easy access to information, improving their decision-making abilities, and supporting them in a better understanding of complex data. For example, the web application called Avanzai can perform as your AI assistant and help you build Python code for financial analysis and visualise the output. 

Avanzai offers a variety of data analysis tools, including FX and equity trading histories, fundamental equity data, index constituent rankings, and index sector-level rankings. The available dashboards give consumers an easy-to-use platform for accessing the tools they want and making rapid decisions. 

Furthermore, generating statements, charts or answers to questions can be a very good addition to all kinds of applications that show some data – banking apps, stock exchanges, crypto, but also company or business functions, facility management modules, analytics, CMSs, etc.

There are many more AI-powered platforms that enable teams to become data-driven in minutes rather than months! Examples include Latitude, which is a data exploration and collaboration platform backed up by AI. The tool links to all data sources, allowing users to explore and manipulate data using an AI SQL Assistant, write SQL queries manually, and do visual programming on an unlimited canvas. These features enable teams to rise to their heights of productivity and speed up the decision-making process. 

What’s more, using Natural Language Processing (NLP), may advance your customer feedback collection and analysis, leading to higher services personalisation and more accurate business processes. How can it be done? Simply building an AI-backed feedback flow using existing tools, such as Levity, which enables your product or decision-making employees to send in raw, qualitative customer feedback data and, with the magic of an AI-powered classifier have it analysed it and categorized based on emotion. On top of that, you can even have it routed to the appropriate team responsible for the particular process. This valuable tool, however, goes far beyond offering you to build your own AI according to your specific business needs (all that without the need to know how to code).

The use of GenAI has the potential to revolutionise the field of forecasting and data synthesis. With the ability to analyse vast amounts of data and identify patterns that would otherwise go unnoticed, Generative AI has the power to provide accurate predictions and insights into complex systems. As technology continues to advance, we will likely see even more sophisticated GenAI systems that can further improve our ability to understand and forecast the world around us. As such, it is essential that we continue to invest in this exciting area of research and development to uncover its potential fully.

5. Revolutionary Generative AI use cases that transform business: productivity and effectiveness

Artificial intelligence development has revolutionised the way we live and work in recent years, and the potential of this technology is only beginning to be fully achieved. One area where Generative AI is poised to make a significant impact is in the field of business, where it has the potential to transform the way we operate. The emergence of GenAI, in particular, has opened up exciting new possibilities for businesses looking to harness its power in terms of productivity and effectiveness. Furthermore, AI-based features can be also implemented in your digital product, such as web or mobile applications, enabling users to automatically create templates or graphics, boosting the creative teams’ productivity. 

Examples of, on the one hand, so basic yet revolutionary Generative AI uses cases include Duolingo, which uses GPT-4 to help language learners practice speaking and comprehension or the app Quizlet which is expanding its offerings with Q-Chat, a new “personal learning coach” powered by ChatGPT. Similar solutions are already widely used by industries like eCommerce, entertainment, travel and retail.

There are more examples to come. A widespread tool – Notion, has leveled up its product with AI-based features, for example, by allowing users to summarise essential and actionable information from their notes. This means they no longer need to switch back and forth between their notes and a separate AI app to extract the essential information. Instead, Notion’s AI acts as an ultra-capable teammate, helping users to keep their notes organised and making the most important information more accessible. As the information on their website states, the AI enables the users to write a summary in 30 seconds, not 30 minutes!

An interesting example is a company called Adept which has developed an action model, ACT-1, that is trained on how individuals interact with their computers for another perspective on job efficiency. Its purpose is to automate part of the current searching, clicking, and scrolling required by human workers to complete activities.

Unleashing the Power of ChatGPT with plugins 

More business benefits of Generative AI pop up every day. One of the main examples are plugins requested by users since the debut of ChatGPT. From the release date, they have opened up a wide range of potential business use cases. The first plugins have already been created by i.a. Expedia, KAYAK, Klarna, OpenTable, Shopify, Slack, and Zapier. The access to the plugins has ChatGPT Plus members, while OpenAI is also starting to make it possible for developers to design their own ChatGPT plugins.

From Fintech to the healthcare industry, manufacturing to retail, the use cases for GenAI are diverse and far-reaching. As the technology continues to evolve, we can expect to see even more innovative applications emerge, driving business growth and delivering tangible benefits to organisations, employees and consumers alike.

How to implement Generative AI into your business

Many companies have already started using ChatGPT-powered chatbots to assist their customers. Many have also begun to try Generative AI to generate ideas, create ad copy, analyze data or automate time-consuming and tedious tasks themselves. However, from what I observed, most of the actions undertaken by companies are not organised, structured or regulated. Many businesses still struggle with exemplary AI tool implementations in their daily business operations. In Miquido, we help our clients to fully understand the capabilities of GenAI and strategically implement it into their business by developing modern, AI-powered features in their mobile and web applications.

If your company needs assistance from Generative AI company and implementation, please feel free to contact me.

Jerzy Biernacki Chief AI Officer
Dominika Słomka Content Marketing Specialist

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