5 Business Use Cases for Generative AI

James Ardis
Discover five of the most effective generative AI use cases for businesses, including personalizing the customer experience, writing assistance, and much more.
Business professional asking a generative AI system a question on his laptop



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Knowing that generative AI can transform businesses and figuring out how it can transform your business are two separate things entirely. Stakeholders throughout your company are no doubt interested in generative AI. However, they will need to see value sooner rather than later to sign off on a large-scale investment in this technology.

There are many effective generative AI use cases for businesses, including:

  • Personalizing the customer experience
  • Code creation for software development
  • Fielding the data inquiries of your employees
  • Writing assistance for marketing and sales
  • Image and video creation assistance throughout the enterprise

Organizations have seen strong results from their investments thus far. Many early adopters reported increased market competitiveness (52%), improved security (49%), and better performance of their products (45%), according to an Alteryx survey.

Below, review the five key business use cases of generative AI. Plus, discover which one would be the best fit for your organization and how to get started.

Generative AI Use Case #1: Personalizing the Customer Experience

Customers have come to expect that digital applications know what they want. Netflix tells them which of the latest movies matches their personal tastes and Spotify scours millions of songs to find the ones that match customers’ favorite sounds.

If you feel like your company is playing catch-up to match this personalized experience, then generative AI can help. You are far from alone, either. A recent Gartner poll found that 38% of executives view customer experience as the primary reason they set money aside for generative AI.

Person enjoying Netflix in their living room with their feet up

So how exactly can generative AI help your customers? This technology can recommend products and services your organization offers that align with each customer’s personal interests. Think of this technology as your company’s fastest and most direct spokesperson.

Also, GenAI can field customer inquiries. For example, if your company makes laptops, televisions, or other tech products for consumers, generative AI can often answer customer questions before that person needs to reach out to your IT teams.

More advanced generative AI use cases include providing content to your customers that specifically matches their needs. For example, let’s say you run an education company. GenAI can create an endless amount of practice questions in math, language learning, or virtually any other subject for students taking your courses.

Most importantly, GenAI can and should do all of this while feeling like a helpful colleague or assistant to your customers. “We need [generative AI] to recognize our humanity,” writes Tiago Cardoso in an article for TechCrunch. “This means designing AI systems that not only perform tasks efficiently but also understand human nuances, adapt to individual preferences and enhance our daily experiences.”

Generative AI Use Case #2: Code Creation for Software Development

GenAI can help your internal teams, too. Your software development teams can speed up their work on new features or MVPs of digital products by handing off repetitive code writing tasks to generative AI.

A recent McKinsey study found that GenAI not only speeds up the writing of new code but also decreases the time necessary to document code by about 50% and refactor code by 30%. However, the study notes that at this stage, generative AI is unable to meaningfully speed up high-complexity software development tasks.

Business professional at his office desk developing a new application with assistance from generative AI

Speed is not the only benefit of leveraging generative AI. This technology can also verify that existing code is accurate and organized, allowing you to enjoy clean code throughout the lifecycle of the application.

Meanwhile, by automating low-level, repetitive tasks, generative AI also improves the developer experience. The same McKinsey study cited earlier found that 87% of developers believed that they could focus on work they found meaningful while using this technology. Only 50% said the same was true when they were not using generative AI.

Generative AI Use Case #3: Fielding the data inquiries of your employees

Beyond developers, generative AI can help your employees across the organization find the data they need. GenAI can field your employees’ requests for data and present it to them in the most intuitive way possible. For example, if a business leader wants to compare how two products sold last year, generative AI can deliver a clear breakdown of their performance.

Your company likely uses dashboards for these inquiries now. However, dashboards are limited to the creator’s initial intention, meaning they may not have the exact information your employees need. Also, with so many dashboards floating around most enterprises, your teams probably don’t even know most of the time if there is an existing resource that can help them with their inquiry.

Instead, employees can find exactly what they are looking for in an easy-to-visualize format without a middleman. In our article about how generative AI makes your company more data-driven, operations manager Rafael Dourado said that this technology “gives the user superpowers to become a data scientist with no previous knowledge of data science.”

Desk of a content creator who has coffee, a notebook, a pen, and a laptop running a writing assistance GenAI tool

Generative AI Use Case #4: Writing Assistance for Marketing and Sales

The use case professionals are probably most familiar with is generative AI’s ability to create written content. This technology can create a first draft of e-books, blog posts, white papers, and more that inspires your marketing teams.

If some of your writers are fighting against writer’s block or are simply writing about an industry that they are not overly familiar with, GenAI can give them a push in the right direction. You can even tell these GenAI systems the length and style you want it to write these articles in, keeping all your content consistent pre- and post-GenAI.

This technology can also help you engage sales leads. Generative AI can create customized messaging that resonates specifically with each potential customer. That way, you can nurture a seemingly endless number of leads without putting unrealistic expectations on your sales team.

Generative AI Use Case #5: Image and Video Creation Assistance Throughout the Enterprise

If written content is the generative AI use case that you have heard the most about online, then creating images, audio, and video content is likely the use case you have seen the most online.

For example, as of writing, one of the internet’s favorite crazes is creating AI-generated posters of fake Pixar movies. There are also users on Twitch and other platforms leveraging generative AI to create “new episodes” of Family Guy, Seinfeld, and other sitcoms.

As amusing as these examples are, how do they translate to the corporate environment? Let’s look back at marketing for our first example. Generative AI can help you create visuals that will stop web browsers in their tracks and videos to demonstrate the value of your latest product or service.

YouTube play button

You can also extend these capabilities to your customers, letting them create materials that they need. For example, if you are a business that serves teachers, allow them to use GenAI to easily create the teaching materials that they need.

Internally, your HR department could use this technology to quickly create onboarding materials for new hires. This allows them to easily explain difficult concepts such as healthcare enrollment and corporate policies through images, videos, or perhaps even a catchy song like The Office’s “Lazy Scranton.”

Most importantly, make sure your business is using this technology to inform, entertain, and empower people instead of spreading misinformation. You are probably more than familiar with the fake (but convincing) AI-generated videos and images some are spreading across the internet of celebrities and political figures. It is important that organizations like yours do not perpetuate these malicious actions.

Final Thoughts

The generative AI revolution is here to stay. As our very own Rafael Dourado puts it, this technology “has turned many possibilities that were once academic in nature into reality.” Your organization is now likely in the same situation as many others, deciding how they can best leverage GenAI.

The use cases of generative AI are wide-ranging, but the five listed above provide a good introduction. The next step is to analyze your operations and figure out which of these use cases best matches your most urgent business needs.

Along the way, it often helps to work alongside an objective third-party that is well-versed in generative AI. That’s where Programmers Inc. comes in. We help you target the generative AI use cases that most align with your organization’s goals, build this system from the ground up, and maintain (as well as optimize) it over time so you can continue getting the most out of this rapidly developing technology. Learn more about our generative AI services and get started today.

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