With so much hype in the industry its difficult to know where to start.  I tend to start by looking at the customer journeys and the end to end customer experience.  We now all offer consumers a huge choice of interaction channels, often with very different experiences.  This is where AI can help today.  You can leverage all the data available across all your interactions and use AI to provide consistency and recommend the next best action. 

For example if a customer is online looking at a particular service we can use AI to predict what they are trying to do and offer some support.  This is where you see the chat pop ups, very often offering support with no understanding of previous interactions.   Without some level of AI this approach leads to frustration.

Using AI effectively you can improve the customer experience and your internal efficiency by getting things done right first time.