Transforming CX Matrix with Conversational AI: Key Innovations and Impact in 2024

From introducing Sprinklr’s Digital Twin to Salesforce Copilot for CRM chatbots, innovations around conversational AI in 2024 have already disrupted global industries across verticals. Here’s how.

Story by Vanshika Rastogi

With ever-evolving consumer needs for engaging experiences in real-time, lucrative opportunities exist for innovations around AI-powered chatbots. A survey estimated the conversational AI market to reach USD 73.05 billion by 2033. 

Underlining the importance of conversational AI in addressing evolving organisational dynamics, Gerry Murray , Research Director at Marketing and Sales Technology, IDC, said, "Conversational AI reshapes marketing as the future interface between brands and buyers and between users and applications.” As AI permeates every facet of marketing, significant shifts in roles are imminent, and productivity gains will be exponential. 

From introducing Sprinklr ’s Digital Twin to Salesforce Copilot for CRM chatbots, innovations around conversational AI in 2024 have already disrupted global industries across verticals. Here’s how. 

5 Conversational AI Wins in 2024 

InMoment's AI-powered Chatbot Update to Elevate CX-focused Employee Journey 

Saying hello to the New Year, InMoment updated its AI-powered conversational intelligence platform, offering large enterprises a new way to elevate the employee journey and improve the overall customer experience (CX). All this was done in partnership with Bright, an immersive learning platform. 

How is this innovation helping customer-centric enterprises? 

The integrated Bright and InMoment solution takes real-time InMoment data from the enterprise's operations, such as handle times, error rates, NPS, or customer survey scores to identify each associate's strengths and weaknesses. 

Furthermore, Bright automates a personalised, monthly upskilling path tailored to learners' development opportunities. The upskilling involves AI-driven simulations where participants are assessed and guided as they communicate, make choices, and interact with virtual systems. This creates a realistic and pertinent practice and coaching experience tailored to the employee's objectives.

Previously, Bright's InMoment’s AI-engine-powered approach to conversation, chat, and software simulations has helped organisations to reduce training costs and ramp times up to 50% for customer and patient experience roles.

Google's Gemini-powered Integrations for Elevating Search Ad Experiences 

Rolling out its conversational experiences in Google Ads, Google AI emerged as a sign of relief for global advertisers in late January. The company announced its Gemini-backed integration, enabling marketers to optimise their Search campaigns by generating relevant ad content, including creatives and keywords. 

How are advertisers leveraging the benefits? 

Google’s natural-language conversational experience within Google Ads enables marketing teams to jumpstart campaign creation and simplifies Search ads combined with Google AI. For example, they can simply add a preferred landing page from their website, and Google AI will summarise it. 

Furthermore, it will generate relevant and effective keywords, headlines, descriptions, images, and other campaign assets. Advertisers can review and easily edit these suggestions before deploying. Lately, they can chat their way into better performance, asking Google AI for ideas, just like they might ask a colleague.

During the beta stage of its Gemini-backed search ad offerings, Google surveyed small business advertisers who used its conversational experience in Google Ads. More than 42% revealed they are likelier to publish Search campaigns with “Good” or “Excellent” Ad Strength.

Salesforce's Einstein Copilot for Conversational CRMs 

In late February, Salesforce announced the launch of the beta version of Einstein Copilot, its conversational AI assistant for CRM. Made generally available in April, Copilot Actions works with Salesforce’s ‘reasoning engine’ to remove the need to train or program an LLM. Consequently, it saves organisations from hefty expenses involved in training costs.  

How is it helping C-suite leaders make every conversational AI experience better? 

In a siloed world where traditional AI assistants or copilots lack adequate company data to generate useful responses, Einstein Copilot uses an organisation's unique data and metadata to produce powerful customer insights and recommendations.

Leveraging easy natural language prompts, sales professionals can employ Einstein Copilot to query past customer transcripts to assess sentiment and craft follow-up emails based on previous calls. Meanwhile, marketers can use it to create personalised campaigns that resonate with their target audiences. Merchants can use it to get assistance in optimising sales, build ecommerce websites, and quickly generate personalised promotions.

Sprinklr’s Digital Twin Innovation Beyond Traditional Chatbots 

In early May, Sprinklr, a unified customer experience management platform, took a major step in revolutionising its AI-powered chatbot tech stack. The company announced the launch of Sprinklr Digital Twin, enabling enterprises to leverage AI's capabilities to power real-time and hyper-personalised conversations at scale.  

How is it impacting brands and marketers?  

Consider an example of a travel agency where a customer experiences a booking issue with their vacation package. A Digital Twin leverages real-time data and immediately updates the customer's segment from 'Engaged Travellers' to 'Service Recovery,' further pausing marketing promotions to troubleshoot the service issue.  

Customers can receive a tailored offer for their next trip when the issue is resolved. Thanks to its algorithm, which seamlessly links service recovery data with personalised marketing insights. 

Before launching Digital Twin, Sprinklr built seamless conversational experiences using AI-powered capabilities. For instance, Miral Destinations, a destination management company, leveraged its AI-backed chatbots to reduce the time it takes to respond to customers across digital channels by 55% in six months.

Adobe AI Assistant’s Campaign Optimisation Ease with a Conversational Tweak 

In February 2024, Adobe released the beta version of its AI assistant, which it made generally available in mid-June. It is a genAI-backed conversational tool that redefines how customers work in its various applications, such as Adobe real-time CDP, Adobe Customer Journey Analytics, and Adobe Journey Optimiser. For instance, AEP AI Assistant is connected directly to Adobe's AI image generator, Firefly, so it can be used to create marketing materials.

What else does this innovation mean to global marketers and C-suite leaders?

AI Assistant enables marketers to gain insights into the application's tools and features to enhance the quality of their work. This lets them jumpstart the creative process and elevate campaign creation, content generation, and publishing.  

For example, if a campaign manager asks, “What steps must I take to activate my target audience?” Adobe’s AI assistance will generate a tailored answer based on Adobe documentation. Marketing operation analysts can ask it to provide a list of untargeted audiences. Consequently, it is already helping businesses increase their Return on Ad Spend (ROAS).