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  "documentTitle": "2025 The CEO s Guide to Generative AI",
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      "text": "In this environment, every experience should incorporate AI and every application of AI should be an experience—the two are inextricably linked.",
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      "text": "Today, every product is a digital product—and every company is selling a digital experience. Regardless of industry, all businesses are now competing with the digital experiences that have redefined consumer and employee expectations. And the competition is steep.",
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      "text": "In this environment, every experience should incorporate AI and every application of AI should be an experience—the two are inextricably linked.",
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      "text": "Gen AI promises to elevate these expectations—and give companies the tools to meet them. In fact, global executives say that gen AI is the top trend they expect to disrupt the way their organizations design experiences going forward.",
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      "text": "Hyper-personalization is now the high bar, as customers demand targeted offers, relevant recommendations, and seamless customer service. But bespoke interactions aren't enough. Experiences must also be intuitive, serving up what customers and employees want before they've even asked for it.",
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      "text": "For example, an online retailer can use gen AI to streamline its search function. Rather than using categories and filters, customers can ask for what they want in natural language—typed or spoken—specifying key details, such as color, size, or material. They could even include their budget and target delivery date to refine search results. In this instance, not only do customers get what they need easily, they provide valuable data the retailer can use to inform future business decisions.",
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      "text": "I want to apply AI in my core operations in this order: first to improve the employee experience, then to improve the customer experience, and then to take cost out. The biggest opportunity in front of us is to remove or reduce the cognitive workload on our frontline teams.",
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      "text": "“I want to apply AI in my core operations in this order: first to improve the employee experience, then to improve the customer experience, and then to take cost out. The biggest opportunity in front of us is to remove the cognitive workload on our frontline teams.” — Sampath Sowmyanarayan, CEO, Verizon Consumer Group",
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      "text": "Research methodology\nThe statistics informing the insights in this chapter are sourced from three proprietary surveys conducted by the IBM Institute for Business Value in collaboration with Oxford Economics. The first surveyed 2,000 global executives and design leaders across 10 industries from July to September 2023 regarding next-generation experience design. The second surveyed 369 global executives across 20 industries in April and May 2023 regarding generative AI. The third surveyed 300 US-based executives across 22 industries in May 2023 regarding generative AI and the workforce.",
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      "text": "Chapter 22\nCustomer and employee experience + generative AI",
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