7 Big Brands Putting Generative AI to Work in 2023

Generative AI is taking organizations by storm, promising to transform customer service, improve business efficiency, and propel revenue-generating capabilities. 

A 2023 IBM study has revealed that 75% of CEOs believe the organization with the most advanced generative AI will have a competitive advantage. However, they are also concerned about the risks of AI, including bias, ethics, and security. 

The generative AI market in 2023 is estimated to be worth over $44 billion. Enterprises are rapidly investing and adopting AI, even though ChatGPT only debuted 12 short months ago. 

Let’s look at how some of the world’s biggest brands are deploying generative AI and ChatGPT for customer service and customer experience and internally to support employees in the technology’s breakout first year. 

Netflix

Netflix uses ChatGPT to help customers with anything from account issues and billing questions to technical problems. The streaming company has also used AI and ML to optimize streaming quality and tailor content recommendations. Its algorithm learns independently, and the more a user watches, the better the recommendations get. 

The recommendation engine Netflix uses reportedly costs close to $1 million per year for the company’s endeavors to increase customer satisfaction. Netflix has its own AI team and has advertised this year for a product manager for its ML platform with a salary of $900.000 and a senior ML software engineer at between $100,000 and $700,000. These salaries point to how large Netflix’s investment in AI really is. 

Disney

Like Netflix, Disney has been pitched as a leading adopter of AI, focusing on data-driven insights, predictive analytics, and personalized experiences. During an earnings call in mid-2023, Disney’s CEO Bob Iger declared:

“Overall, I’m bullish about the prospects [of using AI] because I think they’ll create efficiencies and ways for us to basically provide better services to customers.”

Disney has a task force exploring AI’s potential across its business and has also advertised numerous in-house AI roles. However, analysts have warned Disney risks damage to its reputation, particularly if it uses AI on the creative side. 

Spotify

This music streaming platform uses ChatGPT to support customers in over 60 languages, answering questions about music, playlists, and features. 

Outside of customer service applications, Spotify was one of the first companies with which OpenAI shared its text-to-speech model. Spotify revealed it’s using the same synthetic voice technology to translate celebrity podcasts into multiple languages. 

Spotify’s AI DJ tunes into user preferences to orchestrate playlists in order to boost the platform’s engagement. Founder and CEO Daniel Ek says of AI:

“It can personalize things. It can contextualize things. It can provide this thing at a scale that would be impossible to do by humans.”

Wendy’s

Fast-food chain Wendy’s began testing an AI chatbot this year to talk to customers and take drive-thru orders. It chose Google’s large language models (LLMs), which can understand that a “milkshake” is a “frosty” at Wendy’s. The company aims to reduce human miscommunication and mistakes by implementing AI, saying the system should streamline orders so staff can focus on serving food quickly. 

Fortune speculated the move might be good for Wendy’s because Intouch Insights points to the chain falling behind peers in wait time and accuracy. Wendy’s share price hiked with the news at the time. Chief Executive Officer Todd Penegor says the system “creates a huge opportunity for us to deliver a truly differentiated, faster and frictionless experience for our customers”

Walmart

Multinational grocer Walmart has been transparent about its generative AI development this year. In August, Walmart launched a generative AI called “My Assistant” to improve the productivity of 50,000 employees, developing the platform in just 60 days. Ben Peterson, head of Walmart’s People Product organization, says:

“We’re on an ambitious journey to reimagine the associate experience by building consumer-grade and intuitive digital experiences that unlock the fullest potential of our associates.”

Walmart is using AI to improve employee’s digital interactions in hiring, onboarding, learning, performance management, career development, compensation, benefits, payroll, and other areas, as reported by CIO.

Walmart’s “My Assistant” synthesizes, summarizes, and augments data from Walmart’s ecosystem. Employees can already use the system to answer complex questions about benefits and other such personalized use cases. Eventually, Walmart plans to deploy generative AI solutions for frontline associates. 

Duolingo

Language learning platform Duolingo launched Duolingo Max, powered by ChatGPT-4, in March 2023. Duolingo Max provides users with two new features that use OpenAI’s generative AI, ‘Explain My Answer” and “Roleplay.” The first feature, “Explain My Answer,” lets learners chat with Duo to discover exactly why an answer was wrong. The chatbot goes into as much depth as the user needs to solidify their learning. 

The second feature, “Roleplay,” does just that; it lets learners practice real-world conversations in their chosen language. Duolingo’s human employees write the scenarios for Roleplay and tell ChatGPT-4’s model where to take the conversation. 

Lloyds Banking Group

Lloyds, per IBM, which it tasked for its generative-AI development, was struggling to meet customer needs with its existing web and mobile applications. IBM built a proof of concept (POC) LLM to improve Lloyd’s virtual assistant performance and personalized search performance for customers. 

IBM says its LLM solution for Lloyds reduced manual effort by 80% and improved the accuracy of the virtual assistant’s ability to classify conversations by 85%. These statistics clearly indicate the added value of generative AI-powered chatbots versus older rule-based models. 

CustomGPT.ai: Your Own Affordable GPT Built Within a Day

Large enterprises are spending millions developing their own generative AI platforms, tasking external developers, and using some of the innovative technologies launched this year. 

It’s actually possible for any company or individual to create their own custom GPT bot affordably and quickly. Although an off-the-shelf custom GPT bot might not have all the features and capabilities of a million-dollar spend, the use cases and benefits are still vast.

CustomGPT.ai allows you to create your own ChatGPT with all your business content, delivering accurate ChatGPT responses without making up facts. All within a secure, privacy-first, business-grade platform.

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