Businesses can ensure that they are using generative AI ethically in customer success by following these guidelines: Prioritize data privacy: Only collect and use customer data that is necessary for providing personalized customer experiences and use strong data security measures to protect customer data from unauthorized access or misuse. Promote transparency: Be transparent about how you use generative AI in customer success. Embrace human oversight: Do not rely solely on generative AI to interact with your customers. Human employees should can monitor and evaluate the outputs of generative AI systems.