BrandGPT: A Catalyst for Exceptional Customer Service Experiences


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Generative AI is reshaping the world of customer service. By powering a new generation of chatbots, AI has given businesses a powerful tool for enhancing the customer experience that is always available, endlessly scalable, and able to leverage natural language processing to engage in a user-friendly way.

Yet businesses should be careful to not confuse efficient customer service with exceptional customer service. The average AI-driven chatbot can provide relevant responses that move the customer journey forward, but often lacks the information that can make customer engagement truly transformational.

To empower exceptional customer service, chatbots must be able to intelligently interact with customers, which means they must have the capacity to construct robust conversational experiences. The information they offer as they guide customers must also be on-brand.

That is why BrandGPT is the catalyst needed to drive exceptional customer service experiences.

What is BrandGPT?

Essentially, BrandGPT is generative AI educated on content developed and approved by the brand. Rather than building upon AI trained on general content, BrandGPT chatbots are driven by brand-centered content.

This brand-centric approach addresses a number of concerns that have emerged as generative AI tools like ChatGPT have evolved. Primarily, BrandGPT provides brands with greater control over the development process, as well as more peace of mind that the brand’s chatbots — which may be serving as their first connection with potential customers — won’t provide responses that are off-brand or off-putting.

Conventional chatbots like ChatGPT draw upon generalized large language models to inform their responses. While these language models facilitate responses that are insightful, clear, and concise they also can be wrong. Visit the ChatGPT portal and you will be greeted by a warning that explains, “ChatGPT can make mistakes. Consider checking important information.”

ChatGPT and other chatbots trained on large language models make mistakes because they are learning from a vast ocean of information, some of which may not be entirely accurate. Their training also exposes them to information that is biased, creating the potential to insert opinion as fact in the responses it provides.

Addressing AI biases and hallucinations is a daunting challenge for brands seeking to leverage AI to enhance their customer service which requires careful monitoring of the interactions chatbots have with consumers. When problems occur, addressing them requires a deep understanding of AI, which many brands lack.

Utilizing BrandGPT instead of ChatGPT to power business chatbots addresses those issues by creating intelligent chatbots from data sources — both structured and unstructured — that brands provide, which can include an internal knowledge base, CRM, or company URL. BrandGPT development platforms add context to the content brands provide, giving businesses the opportunity to refine or remap connections to address the queries posed by consumers.

Large language models are trained without supervision, which means those using them to drive chatbot interactions can never be sure exactly what they will get. With BrandGPT, however, the information provided for training has already been vetted, which results in more reliable responses.

How does BrandGPT enhance the customer experience?

By combining brand-centric AI with natural language processing, BrandGPT chatbots streamline the customer journey. Rather than seeking information on a brand website or other digital channel, consumers can simply ask the chatbot for it. Brand-centric chatbots provide real-time support with enough bandwidth to serve every visitor.

Because it has been trained to be an expert on the brand’s products and services, rather than just a CX generalist, BrandGPT provides intelligent responses that are always helpful to the customer. It helps customers find what they came for and it learns with every interaction, developing a deeper understanding of what knowledge is needed to help customers discover, learn, and convert.

BrandGPT also provides businesses with a streamlined path to creating transactional experience support. By empowering modifications and customizations more easily than with traditional conversational AI platforms, BrandGPT allows chatbots to learn with just a few training examples rather than requiring thousands to achieve a level of proficiency.

Building a better framework for exceptional customer experience

The use of chatbots for customer service has rapidly become commonplace in the business world, and is only expected to grow. A recent study shows that more than half of businesses are now using chatbots or some other form of conversational AI to engage with customers. By 2027, it’s expected that approximately 25 percent of businesses will have deployed chatbots as their primary channel for customer service.

While brands rush to embrace AI-driven chatbots, they must carefully consider the fact that consumers are not yet sold. A recent study shows that at least 60 percent of consumers would rather wait for a human agent to help them than engage with a chatbot.

Leveraging the power of BrandGPT to provide a truly exceptional customer service experience may be the solution needed to convince more consumers that chatbots can provide the assistance they want.

Jay Wolcott
Jay Wolcott is an innovative entrepreneur and global business executive. With a proven track record, he launched Digital Roots in 2009, a SaaS company providing advanced social media engagement and insights. Digital Roots achieved multinational success, being recognized by Inc. 5000 and esteemed publications. In 2017, Interactions acquired Digital Roots, where Jay served as Head of Digital helping to build out their next-generation platform for omni-channel virtual assistants. Since then, he has supported CX transformations as an Independent Consultant and his past experiences include General


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