USING GENERATIVE AI FOR
IMPROVING CUSTOMER EXPERIENCE
Table of Contents

What is Generative AI?�..................................1

How does Gen AI work?................................1
LLMs extend and deepen automation
capabilities.....................................................2
Everyday Use of Gen AI in
Customer Experience....................................3
Generative AI responses from
YOUR content................................................3
Why add Gen AI capabilities
to your IVA?....................................................3
Generative Fallback.......................................4
Gen AI solutions for Avaya
Experience Platform......................................5Interested in learning how Gen
AI can work in your organization?................6© 2023 Avaya LLC. All Rights Reserved.

A white paper written by humans for humans
What is Gen AI?

Generative AI or generative artificial intelligence – a type of AI – refers to the useof AI to create new content, like text, images, music, audio, and videos whichappears to have been generated by a human.

Generative AI (Gen AI) is powered by the foundation of Large Language Models(LLMs) that can multi-task and perform operations out-of-the-box, includingsummarization, Q&A, classification, and more. Plus, with minimal training

required, foundation models can be adapted for targeted use cases with very
little example data.

How does Gen AI work?

Gen AI works by using neural network models to learn the patterns andrelationships in a dataset of human-created content. It then uses the learned
patterns to generate new content.

The content is generated from Large Language Models (LLMs) which are createdfrom extremely large datasets with hundreds of billions of parameters in order toprovide pre-trained models which are the basis of the generative content.

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LLMs extend and deepen automation capabilities
A Large Language Model (LLM) is a machine-learning neuro network

trained through data input/output sets; frequently, the text is unlabeled oruncategorized, and the model is using self-supervised or semi-supervised

learning methodology. Information is ingested, or content entered, into the LLM,
and the output is what that algorithm predicts the next best answer will be. One

Leveraging alarger set ofdatasets thantraditional
intent-driven
models oralgorithms,
LLMs offer thebenefit of better
generalizing
trained models
to new data.

example of LLMs is ChatGPT.

Leveraging a larger set of datasets than traditional intent-driven models oralgorithms, LLMs offer the benefit of better generalizing trained models tonew data. As LLMs are essentially pre-trained on a large dataset, they are able
to provide greater accuracy in predictions and perform more complex tasks
significantly faster.

The table below shows the differences between a traditional intent-driven

approach with IVAs, versus Gen AI infused data with the assistance of LLMs.
Traditional Intent-Driven
When

Require fully deterministic

Allow some variance in responses

by-step process, or strict data

coverage, lower data security /responses, auditable stepsecurity / compliance

Howto offer dynamic, broad question
compliance

Require manual intents,

Allow IVAs (Intelligent Virtualphrases, defined routes, anddescribe an IVA task, Gen AI model

deterministic training

conversation transitions
What

Generative with LLMs

Assistants) to scan content ordesigns conversation flow

Specific, high-volume intents

Broad unstructured data (website,logic – longer build times

provides dynamic flows, andwith very specific businessdocuments, knowledge base),
extends intent IVAs

LLMs are potentially biased based on the dataset they were trained on. If thetraining data contains biased information, then the model will inevitably learn
and reproduce biased responses. As the use of LLMs continues to advance,
it’s everyone’s responsibility to reduce bias. This is not only a technology

provider responsibility, but an opportunity for any organization consuming thistechnology to use datasets that reflect fairness and equality.

© 2023 Avaya LLC. All Rights Reserved.

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Everyday Use of Gen AI in Customer
Experience

For years organizations have used automation – be it

IVR (Interactive Voice Response) or IVA (Intelligent VirtualAssistants) – to answer routine questions from customers.
This not only reduced the number of inquiries into thecontact center but also enabled staff to spend time withcustomers who needed their expertise the most.

In the past, when an IVA couldn't determine a customer’s

intent, it asked the customer to rephrase its question. If, aftertwo prompts, the IVA still couldn't determine the customer'sintent, it was escalated to a live agent, initially with limited,
if any, context as to the customer’s journey. Over time,

localizing content in different supported languages,

personalized and context- aware response, and more

• Provide cost-effective global coverage by providing multilanguage support that handles queries automaticallyfrom a multiplicity of languages• Prevent agent burnout by eliminating monotonous tasks
and heavy workloads that lead to agent burnout, which
in turn can have a negative impact on agent wellnessand productivity. IVAs with Gen AI can help solving thisissue by handling repetitive tasks, with a human-likepersonalization for more natural conversations andresponses

contextual information gathered and delivered improved,

Gen AI responses from YOUR content

Now, with generative technology used in IVAs, information

IVA send more natural replies. This saves you from building

and everyone became happier.

from multiple sources (both internal or external) can belocated and presented without requiring creation of pre-defined set of canned responses, which are labor intensive tobuild and maintain and result in less-than-optimal outcomes.

IVAs can use generative responses as their primary information
source. As a result, IVAs can be quickly created and deployed

without having to manually create multiple canned responses
that may not address the customer's questions.

One of the biggest advantages of generative AI technology
is its ability to process large amounts of content, creating

insights and answers via text, images, and other user-friendly

formats (like blogs and written copy), that can be leveraged ina variety of use cases. For example, Gen AI can be used to:• Improve customer interactions through enhanced chatexperiences by providing personalization and contextaware responses• Explore vast amounts of unstructured data throughconversational interfaces and provide summarizations forquick references• Assist with repetitive tasks like replying to digitalinteractions (emails, chat and messaging conversations),© 2023 Avaya LLC. All Rights Reserved.

Adding a Gen AI layer to automated conversations lets yourdialogue flows for greetings, goodbyes, and other types ofautomated responses.

Instant responses powered by Gen AI analyze large volumesof data and provide human-like answers, expanding coveragewith replies from your content.

You can start with as little as a domain name to create an outof-the-box conversational experience. Gen AI responses are

created by invoking LLMs for specific fulfillments or to match
events by providing simple prompts in natural language.

Why add Gen AI capabilities to your IVA?
Many organizations resisted implementing automatedsolutions in the past, because their customers found thefirst-generation of IVA interactions frustrating. This was a

legitimate concern with clunky, limited, rules-based first-generation responses. With continuous innovation provided
by Gen AI, IVAs can now provide better user experiences.
Gen AI technology embedded into a broader automatedCustomer Experience can help organizations deliver fasterand better use cases including:3

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With Generative
Fallback,organizations
can provide
text prompts
that instruct
how the LLM
should respond.
Organizations canuse a predefined
set of text
prompts or create
their own ad hoc
prompts.

• Improve response and brand consistency:╶ Ensure responses are on brand╶ Use published website content that is always kept up to date

• Enhance KPIs:╶ With more thorough responses, less inquiries elevate to humanintervention╶ Boost staff efficiency• Extend coverage at low cost with answers from your existing content:╶ Add questions that can be answered from organizational knowledge

documents/website content, for which you have not built intents yet╶ Add a fallback in case existing intents cannot answer a user query• Increase quality and reduce maintenance, replace certain intents withgenerative answers:╶ Replace existing intents that can be better responded to via theorganizational knowledge base/website content╶ Replace intent route groups that were solely built to answer FAQs

(e.g., route groups you may have built to answer FAQs that exist on yourwebsite)

Generative Fallback

With traditional IVAs, customer input cannot always be matched with precanned responses. Generative Fallback technology is used to access new

external datasets through LLMs, enabling organizations with a large number ofquestions/topics and answer pairs – used for single-turn conversations - theability to expand the number of possible responses.

With Generative Fallback, organizations can provide text prompts that instruct
how the LLM should respond. Organizations can use a predefined set of text

prompts or create their own ad hoc prompts. With the predefined prompt, theIVA can now handle basic conversational situations such as:• Greet and say goodbye to the user.

• Repeat what the agent said in case the customer did not understand.
• Hold the interaction (voice or digital) when the customer asks for it.

• Summarize the conversation and provide transcript to the customer.

© 2023 Avaya LLC. All Rights Reserved.

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Avaya Experience
Platform
empowers
businesses tobuild a dynamicand adaptablecontact centerecosystem,incorporating AI.
We’ve partneredwith Google
CCAI technology
for its Gen AI
implementation
within Avaya
Experience
Platform.

Below is an example of how Generative Fallback can result in a more positive
user experience in an automated chat conversation.

Without Generative Fallback

With Generative Fallback

As shown to the left, the LLM is able to improve the automated conversations

with human-like responses by analyzing what the customer wrote and looking
beyond what is available in the pre-configure dataset.

Gen AI solutions for Avaya Experience Platform

Avaya Experience Platform empowers businesses to build a dynamic andadaptable contact center ecosystem, incorporating AI. We’ve partnered withGoogle CCAI technology for its Gen AI implementation within Avaya Experience
Platform. Organizations can subscribe to AI Virtual Agent to leverage thistechnology with Voice and Digital Channels and supercharge conversational AI
experiences with Gen AI.

Google is a true pioneer in AI, and with the addition to Gen AI to its CX

conversational self-service capabilities, you can extend and deepen yourcustomers’ journey by adding these new capabilities:• Conversational voice/chat/messaging bots with LLMs used in speech model• Integrated hand-offs to live agents• Answers grounded in your content, supercharged with LLMs

• Combine intent and Generative flows with simple to build transaction bots,using natural language and drag and drop pre-built use cases© 2023 Avaya LLC. All Rights Reserved.

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avaya.com• Generative FAQ:

╶ Generate a list of questions based on what customers
asked in each conversation╶ Generate the answers to those questions fromdifferent sources (i.e. leveraging LLMs)╶ Generate questions/answers related metrics, suchas trending questions, answer quality rating, agent
answer similarity scores, etc.

Interested in learning how Gen AI canwork in your organization?
Contact us. We’d love to hear from you.

Diego Klajner, Director of Product Management AI Experiences

dklajner@avaya.com

Get LinkedIn with Diego Klajner

Our focus is on achieving excellence in today's rapidly

Joshua Dooney, Senior Product Manager Avaya Experience

technology, and partner ecosystem to meet the needs ofjdooney@avaya.com

changing world. You can rely on our expertise, advanced

your organization, regardless of its size or complexity. Avaya
Experience Platform offers a diverse set of customizable

Platform

Get LinkedIn with Joshua Dooneycapabilities, allowing you to tailor the customer experience
to your desired outcomes. With Avaya, your previous

investments remain protected, and we support you at every
stage of your transformation journey, offering flexibility andour services to help you achieve your business goals.

About Avaya

Businesses are built by the experiences they provide, and every day, millions of those experiences are delivered by Avaya.

Organizations trust Avaya to provide innovative solutions for some of their most important a​ mbitions and ​challenges,​g​ iving
them the freedom to engage their customers and employees in ways that deliver the greatest business benefits.  

Avaya contact center and communications solutions power immersive, personalized, and unforgettable customer

experiences that drive business momentum. With the freedom to choose their journey, there’s no limit to the experiences
Avaya customers can create.

© 2023 Avaya LLC. All Rights Reserved.

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Certain trademarks identified by ®, TM, or SM are registered marks, trademarks, and service marks, respectively, of Avaya LLC. All other trademarks
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