Going Beyond Run-of-the-Mill GenAI Use Cases to Deliver Exceptional Experiences in 2025 and Beyond

The global pandemic may have pushed every institution to its limits, but it also acted as a powerful catalyst, speeding up digital transformation across virtually every industry.  

As far as marketing is concerned, this shift was not just about adopting new tools or foraying into new channels, but about fundamentally reshaping how brands engage with customers, deliver personalized experiences, and measure and analyze the impact of their efforts. 

And how did this reshaping occur? You guessed it! 

With the environment ripe for AI-driven innovation, generative AI emerged as one of the most significant tech advancements post-pandemic.   

Fast forward to 2024, the ubiquity of GenAI presents both an opportunity and a challenge for CIOs to harness its power to empower marketing functions while ensuring that the AI tools in their tech stack are securely integrated, ethically managed and most importantly better aligned with larger company goals.  

GenAI initiatives that will disrupt marketing in the coming years  

With 75% respondents of a recent Sprinklr-sponsored survey planning to implement one or more GenAI capabilities within the next 12 months (see the below graphic), one thing’s clear: that GenAI’s potential to disrupt marketing is expanding far beyond the obvious use cases focused on automation and efficiency.  

Let's look at some key initiatives that will likely reshape marketing in the coming years. These new-age use cases are more dynamic, enabling real-time decision-making, advanced customer interactions and autonomous system management, all of which provide a competitive edge for your business if harnessed effectively. 

1. AI-driven hyper-personalization at scale 

AI creates tailored, dynamic content based on real-time customer data and behavior across multiple channels (web, email, mobile, etc.). 

2. Conversational AI with emotional intelligence 

AI chatbots that can understand and respond to human emotions, adjusting tone, language and responses based on sentiment analysis.  

3. Cross-platform, cross-channel customer engagement  

Seamless, omnichannel AI interactions that ensure a consistent customer experience across multiple touchpoints (website, email, mobile app, social media, in-store kiosks).  

4. Real-time behavioral economics modeling 

GenAI uses behavioral economics principles to influence real-time decisions, offering personalized pricing, incentives or recommendations based on cognitive biases (e.g., scarcity, social proof, loss aversion). 

5. EX-CX integration

AI-powered systems seamlessly connect employee-facing tools with customer-facing platforms, providing real-time insights and context-driven recommendations that enable personalized, impactful interactions, driving customer satisfaction and loyalty. 

AI-driven hyper-personalization at scale 

We can expect GenAI to take personalized CX to the next level, allowing marketers to move from reactive to proactive personalization. GenAI will be able to generate fully personalized content in real time, including emails, video ads and social media posts, based on individual behaviors, preferences and even predictive models of future actions.  Marketers will leverage AI to create not just tailored content but dynamic customer journeys, delivering the right message at the right time across multiple channels.  

Things to keep in mind:  

• Data infrastructure: You’ll need to ensure that marketing technologies are fully integrated with real-time data pipelines that can ingest and process customer data across various touchpoints (web, mobile, IoT devices). This requires scalable, high-performance cloud systems and customer data platforms (CDPs) capable of processing large datasets and generating personalized experiences at scale. 
• AI-model management: The rapid deployment of AI models for personalization will necessitate robust model governance frameworks, ensuring that these models are not only accurate but also fair and unbiased. You’ll need to integrate MLOps (machine learning operations) into your marketing stack for continuous model training and monitoring. 

Conversational AI with emotional intelligence 

AI-driven chatbots, voice assistants and virtual agents that can engage customers in natural, human-like conversations will evolve from simple FAQs into context-aware, personalized and highly adaptive conversation engines.   

Conversational AI will be able to handle more complex customer service scenarios, generate personalized responses in real time and even facilitate transactions (e.g., booking, purchasing, troubleshooting) without agent intervention. These AI systems will be deployed across multiple touchpoints, including websites, mobile apps, social media, messaging platforms (e.g., WhatsApp, Facebook Messenger) and even voice-enabled devices like Alexa or Google Home.  

Also Read: Conversational AI in E-Commerce: Top Use Cases  

Things to keep in mind: 

• Scalability and integration: You’ll need to ensure these AI systems are integrated with CRM systems, knowledge bases and other enterprise data sources to provide contextual, personalized and timely responses. 
• Data management: With these systems generating and using customer interaction data, you must focus on data privacy and real-time data processing to ensure compliance and provide consistent experiences across platforms. 
• Security: As Conversational AI handles sensitive customer information, ensuring robust security frameworks for data encryption, authentication and access controls will keep your brand reputation intact. 

Cross-platform, cross-channel customer engagement 

Omnichannel marketing tools powered by GenAI will allow brands to deliver personalized, seamless experiences across all digital and physical touchpoints. Marketers will be able to create real-time, context-aware experiences that cross digital channels — such as web, email, social media, apps, in-store kiosks, etc. — while maintaining a single customer view across all of them.   

GenAI will also help marketers create dynamic content for different channels (e.g., personalized email copy, video ads, chatbots) that adapts to changing customer behavior in real time.  

Conversely, customers will be able to interact with their favorite brands in a consistent, personalized manner whether they are on their phone, desktop or in a physical store.   

Things to keep in mind:  

• Unified data infrastructure: See to it that the technology stack is capable of providing a unified view of the customer across all touchpoints. This requires integrating AI with CDPs, CRM and other analytics tools to create a comprehensive, real-time profile for each customer.  
• Cross-platform integration: As customer interactions will happen across a wide variety of platforms (e.g., website, mobile, social), you'll need to facilitate cross-platform integration to ensure seamless transitions between channels while retaining context and personalization. 

Real-time behavioral economics modeling  

Behavioral economics in marketing is the application of psychological insights into consumer behavior to influence decision-making.   

In the coming months, GenAI will be deeply integrated into behavioral economic strategies, leveraging AI models to predict and influence consumer choices through insights drawn from cognitive biases, emotion-driven purchasing patterns and decision-making methods.   

AI will be able to automatically optimize pricing, promotions and product recommendations based on a deep understanding of consumer behavior, leading to more effective nudges and personalized incentives.  

Examples of AI-driven behavioral economics applications include, but not limited to, dynamic pricing models (adjusting prices based on consumer willingness to pay), loss aversion (highlighting the potential loss of not purchasing), or the use of social proof (showing customer reviews to drive decisions).  

Things to keep in mind:  

• AI-driven insights and data integration: Integrating predictive analytics and psychographic data with marketing systems is key to unlocking behavioral economics-driven strategies. You’ll need to ensure that AI tools have access to vast datasets (customer profiles, transaction history, online behavior) and can process them in real time to generate actionable insights.  
• Ethical considerations: The application of behavioral economics will raise important ethical questions, such as when AI nudges become manipulative. An effective collaboration between CIOs and marketing teams will ensure that AI-driven decisions adhere to ethical guidelines, particularly regarding transparency and consumer autonomy.  

EX-CX integration 

The integration of employee experience (EX) with customer experience (CX) is becoming a key strategy for marketing, powered by GenAI.   

AI tools will ensure that employees are empowered with the right insights, content and tools to deliver superior customer experiences. This could include AI-assisted knowledge sharing, personalized training programs or real-time feedback systems that allow employees to optimize their interactions with customers based on up-to-date data and insights.  

For instance, AI could help sales and social care agents access real-time customer data, enabling them to better address customer needs and provide contextually relevant responses. This approach leads to more empathetic, informed and productive interactions that ultimately enhance the customer experience.  

Things to keep in mind:  

• System integration: Please ensure that AI tools connect and share data between HR systems, employee productivity tools and customer-facing platforms (e.g., CRM, customer service platforms). This integration will enable marketing teams and customer service departments to leverage employee insights and data-driven recommendations for improving customer interactions. 
• Data security and privacy: With EX-CX integration, there will be a need for strong data protection practices to manage sensitive employee and customer data. You'll need to ensure compliance with applicable regulations while safeguarding the integrity of both employee and customer data. 

Conclusion 

Within the next few months, generative AI will be deeply embedded in these innovative marketing initiatives, driving new levels of customer personalization, engagement and strategic decision-making.   

Although barriers that hinder the ability to leverage AI abound, your priority should be ensuring that the underlying IT infrastructure — including cloud systems, data platforms and AI tools — can support these new-age initiatives while ensuring scalability, security and data governance. 

• AI integration: The integration of different systems, from customer data platforms to employee-facing tools, should be seamless 
• Data management: Facilitating real-time data processing and integration across customer, behavioral and employee data for more effective decision-making 
• Ethical and security concerns: As AI-driven personalization, behavioral nudges and omnichannel strategies become mainstream, ensuring compliance with privacy laws, data security standards and ethical AI practices will become a key responsibility 

For more insights on how enterprises are capitalizing on GenAI to drive meaningful outcomes, please download the “The Intelligent CX Revolution: How AI Is Changing the Game” here.