A
Introduction
What if …
…
every message you received from a brand felt like was written by your best friend?
…
you never had to deal with the pains of “self service” again, but instead had a personal assistant in your pocket that had the answers to all your needs?
…
you could virtually experience, try on, or test any product before actually buying it?
A
Introduction
What if …
…
every message you received from a brand felt like was written by your best friend?
…
you never had to deal with the pains of “self service” again, but instead had a personal assistant in your pocket that had the answers to all your needs?
…
you could virtually experience, try on, or test any product before actually buying it?
B
Let's imagine a customer journey powered by GenAI
Customer journeys in travel provide a prime opportunity for GenAI to establish meaningful connections with customers. In our example, an airline takes the lead and develops a GenAI super-app. Other owners and ownership models alongside the customer journey are possible, too.
Say hi to "Luna" – a personal GenAI travel assistant
B
Let's imagine a customer journey powered by GenAI
Customer journeys in travel provide a prime opportunity for GenAI to establish meaningful connections with customers. In our example, an airline takes the lead and develops a GenAI super-app. Other owners and ownership models alongside the customer journey are possible, too.
Say hi to "Luna" – a personal GenAI travel assistant
B
Let`s imagine a near-future customer journey powered by Generative AI
Customer journeys in travel provide a prime opportunity for GenAI to establish meaningful connections to customers. In our example it`s an Airline that takes the lead and develops a Generative AI super-app. Other owners and owner-ship models alongside the customer journey are possible, too.
Say hi to “Luna” – your very personal GenAI travel assistant in your pocket
B
Let`s imagine a near-future customer journey powered by Generative AI
Customer journeys in travel provide a prime opportunity for GenAI to establish meaningful connections to customers. In our example it`s an Airline that takes the lead and develops a Generative AI super-app. Other owners and owner-ship models alongside the customer journey are possible, too.
Say hi to “Luna” – your very personal GenAI travel assistant in your pocket
Top 10 features for customers
24/7 premium customer service through conversational interfaces with instant response time
Immersive pretravel experience, deal discovery, and price comparison
Hyperpersonalized itineraries and content tailored to every single customer
Travel document collection, incl. prefilling forms and checking accuracy and validity
Automatic adjustment of travel plans if needed, incl. proposed rescheduling
Integration and assisted communication with third parties, e.g., transport, hotels, insurance
Instant problem solving – no need to browse endless FAQ and self-service communities
Advanced assistance and guidance through airports and POI of itinerary
Individual customer data and requirements provided to ground and cabin crew
Social media content on travel experience is automatically created and visually enhanced
Feature parity with best-in-class airline applications and traditional UI for basic features
Value creation opportunities for airlines
Direct
Upselling to current customers in existing channels (e.g., upgrades, easier rebooking, targeted pricing, in-flight services)
Commission from cross-selling additional travel services by third parties to existing customers (e.g., hotels, ground transport, in-airport spending)
Subscriptions for selected premium concierge features of AI assistant (freemium model)
Indirect
Increase market share and generate lock-in effects due to compelling value proposition (GenAI assistant becomes USP)
Meet Betty – a seasoned traveler who often extends business trips with vacation experiences – and the hero of our travel journey
GenAI travel assistants can serve various customer segments – from business to casual, families, and solo travelers
Characteristics
Business Betty
Freelance organizational coach; works mostly from home (London) with frequent client workshops
Trips often planned to unfamiliar cities with a few days lead time; 2-3 days on-site
Beach Betty
Knows she can take 2-3 days off when work is quiet and take the odd status call from the beach bar
Has acquaintances scattered around the globe from her studies and previous collaborations
Behavior
Business Betty
Is a seasoned traveler but is not an expert on the cities she is visiting
Does not have a lot of time to prepare all travel details but rather takes things as they come
Is not very price-sensitive (but does not like to waste money either)
Beach Betty
Feels bad if all she sees in a foreign city is the hotel and airport
Likes to use her loyalty points to reward herself with a few days at the beach and where the locals go
Is open to spending money on local delicacies and clothing that she can keep as a souvenir of the trip but is not a big shopper
Likes
Business Betty
Values seamless travel that leaves her time to focus on work but still to experience the destination by staying in boutique hotels and eating local food
Beach Betty
Would love to immerse herself in the cities she stays at but often does not have the time to research in advance
Cares deeply about the environmental and social sustainability of her travel
Fears
Business Betty
Is wary of connections, particularly at airports she's unfamiliar with, because she has missed flights due to delayed airport trains
Beach Betty
As she often travels solo, ensures she has a backup plan in case things go wrong
Take a look at the future of travel
Explore the future GenAI travel journey in detail
User prompts AI for content and tasks
AI automatically generates content and performs tasks
Step 1: Awareness – Researching and planning trip
Betty gets invited to a conference in Barcelona. She chats with her AI travel assistant, Luna, who has already prepared a door-to-door travel plan. It is hyperpersonalized using to Betty’s previous business trips and personal preferences , and Betty can easily extend the trip for a few days to explore the beach
Researching and planning trip
Key GenAI-enhanced use cases
Content and tasks provided based on user prompt
Up/cross-selling throughout the entire travel value chain
Suggestions for leisure activities
Step 2: Consideration – Deal discovery and booking
Betty explores her upcoming travel virtually thanks to a rich media experience of all destinations and accommodations, incl. deals, real-time content from social media, and reviews from other travelers with a similar profile
She's thrilled that she can even see and book the in-flight food and seat options upfront
Deal discovery and booking
Key GenAI-enhanced use cases
Immersive exploration of travel destination
Personalized deal generation along the value chain
Step 3: Purchase – Finalize travel preparations
Meanwhile, Luna has collected all of Betty's required travel documents and has reviewed them for accuracy and validity. She even prefilled complicated immigration forms. All Betty needs to do now is read the summary and confirm the data is correct
Finalize travel preparations
Key GenAI-enhanced use cases
Document collection, extraction, and filing
Automated packing lists depending on weather, itinerary, trip purpose
Customization of in-flight experience (dietary preferences, entertainment, seating)
Advice on necessary prerequisites (visa, vaccinations, etc.)
Step 4: Usage – On the way to the airport
Luna monitors traffic data and adjusts the taxi pickup time before Betty wakes up and orders her favorite driver. While she is commuting, Luna suggests that Betty use the remaining 25 minutes to the airport to check if she is interested in duty-free offers that Luna can order and deliver to Betty's gate
On the way to the airport
Key GenAI-enhanced use cases
Organization of ground transportation
Line/wait time forecasting and guidance
Personalized shopping offers
Step 5: Usage – At the airport
After passing security, Luna warns Betty that the gate has changed last minute and gives Betty precise directions and walking time. Thanks to Luna, Betty arrives early and decides to visit the lounge. She asks Luna to check her in; to enter the lounge, Betty only needs to undergo a biometric scan of her face
At the airport
Key GenAI-enhanced use cases
Dynamic in-airport navigation (line length, gate changes, priority lanes)
Lounge and amenity information
Identification and admission support
Personalized shopping and dining ideas (reflecting dietary preferences, deals, weather at destination, etc.)
Step 6: Usage – On the plane
Betty connects Luna with the onboard Wi-Fi and Luna immediately orders her a welcome drink. Luna assists the crew too and is integrated into the flight attendants' tablets. She has briefed the team about Betty's needs, empowering the crew to surprise Betty with little moments of delight without Betty having to ask in the first place
On the plane
Key GenAI-enhanced use cases
Personalized crew-passenger interface
Meal scheduling and selection
Luggage tracking
Step 7: Usage – Connecting flight and arriving at destination
While Betty was in the air on her first flight, Luna took care of updating the travel plans accordingly since her connecting flight will be delayed. A note to the local taxi company and hotel went out via Luna, so they can save time and arrange everything for Betty
Connecting flight and arriving at destination
Key GenAI-enhanced use cases
Dynamic rebooking and transfer guidance
Coordination of ground transportation (brief driver)
Guidance through immigration and baggage claim
Automated hotel check-in
Support with local habits and behaviors
Step 8: Usage – Customer service request
During her extended stay enjoying the beaches of Barcelona, Betty sprains her ankle and asks Luna for help. Since Luna is familiar with Betty’s travel insurance policies, she shows her the best available plans. She also informs her about next steps, the nearest hospital, and the documents she needs to take with her
Customer service request
Key GenAI-enhanced use cases
Proactive disruption management
Assistance for any travel-related issues
Communication with insurance and service providers
Translation and cultural guidance
Step 9: Retention and advocacy – Back home
Back home, Luna follows up with Betty if she wants to share her experience with friends and family. Luna automatically generates a travel video with Betty's photos enhanced with creative AI images. A few weeks later, an exciting message arrives about the airline's loyalty program. Skydiving courses are on sale! Betty asks her new trusted friend Luna what she would do …
Back home
Key GenAI-enhanced use cases
Automated debriefs and social content creation
Customized loyalty and retention messages
C
The impact of GenAI on CX
C
The impact of GenAI on CX
We are in the middle of the next big tidal wave of digital technology fundamentally changing how we experience the world
Yesterday
Traditional AI everywhere
AI is mainstream and powers the majority of everyday products and services
AI “Autopilots” predict and automate decisions and content display
Today
GenAI for business users
GenAI solutions empower marketeers to create unique content for every customer
The near future
GenAI for consumers
In 3-5 years, GenAI will be on everyone's phone, enabling customers to have their very own AI assistant
GenAI “Co-pilots” assist through bidirectional conversations and co-creation, empowering brands and people to make better decisions and generate hyperpersonalized content
This evolution is not a matter of technical feasibility but of reduction in AI computing costs, which are expected to decrease significantly with increasing demand and maturity of use cases
The cost to train GenAI models decreases much faster than the commonly observed hardware cost reductions, with estimates of up to 70% annualized cost decline
Drivers
Specialization and scaling in hardware (GPU/TPU) production
Ongoing standardization and cloud virtualization
Increased energy efficiency
Improvements on software side leading to more efficient code
Source: Our World in Data; ARK Invest; NVIDIA
This evolution is not a matter of technical feasibility but of reduction in AI computing costs, which are expected to decrease significantly with increasing demand and maturity of use cases
The cost to train GenAI models decreases much faster than the commonly observed hardware cost reductions, with estimates of up to 70% annualized cost decline
Drivers
- Specialization and scaling in hardware (GPU/TPU) production
- Ongoing standardization and cloud virtualization
- Increased energy efficiency
- Improvements on software side leading to more efficient code
Source: Our World in Data; ARK Invest; NVIDIA
Close
GenAI enables a multitude of use cases along the entire customer journey in many different industries (not exhaustive)
Awareness
1. Personalized content and creation at scale:
GenAI can analyze customer data to generate tailored content for advertisements, social media posts, and other awareness-building materials
2. Rapid product and vision prototyping:
CX and design teams can use GenAI to create and test realistic looking and feeling products and brands instantly in near-to-final fidelity
Consideration
3. Personalized recommendations at scale: GenAI can analyze customer preferences and behaviors to provide personalized product or service recommendations, guiding customers through their options
4. Real-time virtual assistance: AI-powered chatbots or virtual assistants can answer customer queries and provide information about products and services and offer instant support to customers as they finalize their decision
Purchase
5. Conversational purchase journey:
GenAI can guide a customer through the sign-up/purchase journey in a conversational Q&A format, increasing convenience and reducing dropout rates in the process
6. Security:
GenAI can enhance security measures during transactions, helping to prevent fraud and ensure safe payments; support document validation in KYC processes
Usage
7. Real-time conversational customer support:
GenAI-powered chatbots/voicebots can provide 24/7 customer support, addressing queries and concerns after the purchase
8. Personalized follow-ups/cross-selling:
GenAI can send personalized follow-up emails or messages based on the customer's purchase history and preferences
Retention
9. Predictive engagement in case of churn risk:
GenAI can predict when customers are most likely to engage and provide content at optimal times and keep engagement levels high through the entire CX journey
10. Personalized loyalty programs:
GenAI can tailor loyalty programs and rewards based on individual customer preferences and behaviors
Advocacy
11. Feedback and sentiment analysis:
GenAI can analyze customer feedback to identify trends and sentiment, helping improve products and services
12. Curated user-generated content:
GenAI can curate user-generated content to showcase positive experiences and encourage advocacy
GenAI's potential benefits span from productivity uplifts to an increase in sales and improved customer satisfaction
Increased productivity
Automated responses
Efficient self-service solutions
Data-driven insights
Uncovering inefficiencies through call or process analyses
Aspirational value already achieved
Hyperpersonalized decision-making support through interactive chatbot web experience with basic features
>80%
of customer interactions can be solved automatically
Increased sales
Personalized product recommendations
Interactive and engaging marketing content
Automated lead generation and nurturing processes
Analyzing customer data to identify upselling opportunities
Optimizing pricing strategies based on market trends and customer behavior
Aspirational value already achieved
AI-generated content and messaging within cart and check-out flows in e-commerce with basic features
3-5%
revenue increase in online shopping through reduced cart abandonment
Improved customer satisfaction
Personalized communications
Quick and accurate responses through optimized chatbots
Self-service solutions
Tailored product recommendations
Customer feedback analyses for continuous improvement
Consistent and reliable interactions
Aspirational value already achieved
GenAI-powered customer service co-pilot with today's basic functionality
20%
increase in customer satisfaction
GenAI has particularly high productivity impact potential in key functions relating to CX
GenAI can have a positive impact on all functions and industries
Independent of the industry, the potential impact of GenAI is particularly high in:
- Marketing and sales, e.g., due of its potential to mimic human creativity enabling the creation of hyperpersonalized marketing content
- Customer operations, e.g., due to its ability to profoundly improve self-service interactions and support agents in their daily work
These are two of the key functions connected to and responsible for a company's CX, showing that the potential impact of GenAI on CX across all industries is not to be underestimated
Note: Figures may not sum to 100% because of rounding.
1. Excludes implementation costs (e.g., training, licenses).
2. Includes aerospace, defense, and auto manufacturing.
3. Includes auto retail.
4. Excludes software engineering.
Source: McKinsey report: The Economic Potential of Generative AI: The Next Productivity Frontier; internal experts
Databases: CIS/IHS Markit; Oxford Economics; McKinsey Sales Navigator; McKinsey Manufacturing and Supply Chain 360 assessment; McKinsey Corporate Business Functions
Close
D
Meet our experts and learn more
D
Meet our experts and learn more
Meet the team
Oliver Ehrlich
Partner
CX – Düsseldorf
Yaquta Mandviwala
Partner
CX – New York
Tey Bannerman
Partner
Design – London
Victoria Bough
Partner
Growth, Marketing & Sales – Denver
Max Gemeinhardt
Engagement Manager and
Director of Design
Berlin
Iwan Tanuwidjaja
Director of Data Science
Seattle
Jacqui
Cook
Senior Media Designer – Illustration
Janice
Ding
Senior Data Scientist
Jil
Fellenberg
Senior Associate – CX
Philip
Fitschen
Senior Associate – CX
Martina
Grönwall
Creative Lead – Visuals
Emily
Jäger
Design Lead – Journey
Emily
Jones
Senior Data Scientist
Esther S
Lee
Design Lead – Prototyping
Annika
Meschnig
Engagement Manager – GM&S
Tobias
Mix
Creative Lead – Microsite
Alban
Nocaj
Senior Frontend Engineer
Clementine
Rettig
Senior Media Designer – Motion
Harald Fanderl
Senior Partner
Kevin Neher
Senior Partner
Robert Schiff
Senior Partner
Alfonso Pulido
Senior Partner
Ankit Bisht
Partner
Chris Smith
Partner
Josh Wolff
Partner
Keith Gilson
Dir. Practice Mgmt
15+
AI and digital experts
20+
Growth and CX experts
250+
Internal and external experts providing primary and secondary data
D
Meet our experts and learn more
D
Meet our experts and learn more
Meet the team
Oliver Ehrlich
Partner
CX – Düsseldorf
Yaquta Mandviwala
Partner
CX – New York
Tey Bannerman
Partner
Design – London
Victoria Bough
Partner
Growth, Marketing & Sales – Denver
Max Gemeinhardt
Engagement Manager and
Director of Design
Berlin
Iwan Tanuwidjaja
Director of Data Science
Seattle
Team
Jacqui Cook
Senior Media Designer – Illustration
Janice Ding
Senior Data Scientist
Jil Fellenberg
Senior Associate – CX
Philip Fitschen
Senior Associate – CX
Martina Grönwall
Creative Lead – Visuals
Emily Jäger
Design Lead – Journey
Emily Jones
Senior Data Scientist
Esther S Lee
Design Lead – Prototyping
Annika Meschnig
Engagement Manager – GM&S
Tobias Mix
Creative Lead – Microsite
Alban Nocaj
Senior Frontend Engineer
Clementine Rettig
Senior Media Designer – Motion
Close
Sounding board
Harald Fanderl
Senior Partner
Kevin Neher
Senior Partner
Robert Schiff
Senior Partner
Alfonso Pulido
Senior Partner
Ankit Bisht
Partner
Chris Smith
Partner
Josh Wolff
Partner
Keith Gilson
Dir. Practice Mgmt
Close
15+
AI and digital experts
20+
Growth and CX experts
250+
Internal and external experts involved providing primary and secondary data
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