Analysing the Capabilities of Generative AI to Determine Its Role in Customer Experience Management for Effective Product Development

Customer expectations are no longer confined to product quality or price offerings. Modern firms now emphasize the overall customer experience associated with acquiring a product or service, recognizing its significance in shaping customer satisfaction and loyalty. Since the technological scenario is changing rapidly, with generative AI (GAI) enhancing the capabilities of AI, the proposed research intends to examine the future transformational role and capabilities of GAI in customer experience management (CEM) for effective product management. A comprehensive analysis of AI and GAI's capabilities was conducted to identify the impact areas of traditional AI that are enhanced by GAI. The framework further mapped the functional enhancements offered by GAI across the core elements of CEM identified in the literature. This work highlighted GAI's capabilities to enhance customer understanding, experience design and experience measurement while also addressing its potentiality within the context of effective product management.