By Swati Shrimali, Principal-Business Applications, Advaiya
Customer expectations are evolving at an unprecedented pace. It’s no longer sufficient for businesses to respond quickly; customers now expect brands to anticipate their needs and provide experiences that are both personalised and genuinely relevant. This is where GenAI is actively reshaping customer experiences by engaging with customers in more personal conversation, recommending products/services based on customer inputs and industry standards, providing enterprises with powerful tools to enhance customer engagement through hyper-personalised, context-aware experiences.
Unlike conventional AI systems that heavily rely on predefined logic, GenAI uses deep learning models to generate human-like responses, content, and insights—adapting dynamically to user behavior, preferences, and real-time input. This makes it especially potent in reshaping how organisations interact with their customers across touchpoints.
In earlier approaches to customer engagement, businesses typically grouped people into broad categories—such as by age group, geographic region, or past purchases—and crafted their messaging accordingly. While effective to an extent, this method lacked true personalisation. The rise of generative AI has significantly changed how businesses approach personalisation. By analysing everything from how users browse and engage online to their preferences and emotional signals, it enables brands to offer experiences that are not only immediate but also highly specific to everyone.
With such hyper-personalisation, there has been significant improvement on the buying intent of customers.
Businesses are now implementing AI agents for customer experience to offer more personalised experience and integrating these agents with their enterprise systems to leverage the meaningful insights like customer intent, interests, patterns of buying, choices, preferences, etc. to make a customer profile.
The vision of integrating AI agents with enterprise systems is powerful, practical execution presents a common challenge: how do you connect these fast-evolving GenAI tools to your stable, often complex, core business systems without undertaking slow, costly, and high-risk projects?
This is where a strategic architectural framework is critical. This challenge can be addressed through something like Advaiya’s Peripheral Automation (PA) approach.
Instead of attempting disruptive changes to your systems, PA allows businesses to build intelligent GenAI capabilities as a ‘peripheral’ layer. This layer interacts with your data and logic acting as a bridge between your established systems and the new AI agents. This makes hyper-personalisation at scale not just a theoretical, but rather a more practical reality for organisations looking to innovate.
Hyper-personalisation at scale
These curated profiles become the true bridge between company and customer, customer gets relevant products from selection to purchase which not only impacts the intent od the customer, the customer also feel valued and understood by the business.
Balancing innovation with responsibility
While the opportunities are vast, adopting GenAI responsibly is critical. Issues such as data privacy, algorithmic bias, and ethical content generation must be addressed proactively. Organisations need transparency in how models operate, human oversight in sensitive scenarios, and strict adherence to data protection regulations like India’s DPDP Act.
These include audit trails, explainability tools, and compliance controls that ensure technology serves both business goals and customer trust. By implementing advanced policies at organisation level for sharing of sensitive data or customising the agent to response following complete governance these concerns can be controlled.
Generative AI has moved beyond being just an emerging technology—it is now at the center of how companies are reshaping their customer engagement strategies and it will be long term strategy for businesses.
GenAI empowers organisations to do more than automate processes—it helps build loyalty through timely, personalised, and intelligent interactions. Whether it’s tailoring services in real time or enhancing digital support, this technology enables brands to respond with precision and empathy.
To make the most of GenAI’s capabilities, many enterprises are teaming up with specialised technology partners—companies like Advaiya Solutions—who bring the right mix of domain knowledge and technical expertise. These collaborations ensure that GenAI is integrated effectively within business operations and customer-facing platforms, delivering tangible outcomes.
As digital transformation accelerates, it’s clear that GenAI is setting a new standard for how customer engagement is defined. Businesses that can harness this shift—balancing innovation with insight—will be better positioned to create experiences that are not only efficient, but also genuinely human in nature.