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  • Writer's pictureMichal Jerzy

Generative AI and World Mobile Congress in Barcelona

Updated: Jun 17

I visited the Mobile World Congress in Barcelona, with the PepsiCo Digital Hub team, to discuss the latest trends in emerging metaverse use cases, mobile technologies, advanced data algorithms and multi-touchpoint digital services. This year there was a lot of focus on taking customer experiences to the next level with AI-powered, data driven mobile ecosystems, and on exploring how Generative AI can transform business operations. 

While some organizations are just beginning to understand its potential, we're already looking ahead to 2024 as the year when AI value realization truly takes off. Many multinational companies are already leveraging generative AI across multitude of industries. AI in various ways to enhance their operations and improve efficiency.

Here are some key takeaways - the most common and promising corporate use cases presented in this year edition of the Mobile World Congress:

- Cost reduction, productivity and time saving: leveraging generative AI to automate repetitive tasks, this saving time and reducing operational costs. Employees can save significant time daily, translating into substantial weekly productivity gains. Worth exploring: Microsoft Copilot,, or Process Street

- Personalization: Enabling personalized customer experiences such as tailored product recommendations, digital dashboard personalizations, or preferences options to enhance customer satisfaction and drive sales.

- Routine task automation: implementing generative AI to automate routine tasks that occupy a large portion of employees' time. This allows staff to focus on more strategic activities, boosting overall productivity.

- Advanced data analytics and insights: using generative AI for advanced data analysis to uncover trends, patterns and anomalies and generate recommended actions. This capability supports data-driven decision-making and provides deeper insights into operations and market dynamics.

- Customization: training generative AI models on proproetary data to ensure solutions meet specific business needs and goals. This customization makes generative AI versitile across different industries and applications.

- Improved customer experience: applying generative AI to deliver quick, accurate and personalized responses to customer inquiries, enhancing satisfaction and loyalty.

- Code generation and quality assurance: assisting in software development by utilizing generative Ai to write, complete and review code, including automating bug fixes.

- Product development: creating innovative designs, managing user experiences and optimizing product life cycle with generative AI.

- Content generation: Using generative AI to produce content for various platforms, ensuring the content is accurate and appealing to end-users.

By bringing together AI technologies with human-centered design, we can create more effective and user-friendly AI-empowered products and services that customers and users will love. The integration of AI in service design practice presents many new opportunities (though not without challenges). As AI technologies continue to advance, service designers must stay informed about the  new capabilities and limitations of Artificial Intelligence. Collaborating  closely with AI experts helps to create new seamless, user-centric experiences. Understanding the potential impact of AI on customer journeys helps define clear integration points, ensuring data consistency and continuously optimising AI-powered services, we can successfully harness the power of AI to create innovative, cohesive and engaging services and products that meet the evolving needs of customers in an increasingly digital world.

Stay tuned for the future of AI and its impact on the business world!

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