ZOHO Corp. expects more companies in the Philippines to use artificial intelligence (AI)-powered customer service to streamline their operations.
鈥淕enerative AI can be used to streamline customer journeys via automation,鈥 Gibu Mathew, Zoho vice-president for Asia-Pacific, said in a Viber message. 鈥淚t can analyze large amounts of customer data, identify patterns and generate insights to improve service quality, identify potential issues and anticipate customer needs.鈥
The technology company, which is based in India, said Philippine companies could leverage generative AI to drive growth by increasing productivity through task automation and process optimization.聽
AI could also be used in so-called hyper-personalization because it could deliver more impactful customer recommendations and purchase history data, allowing businesses to tailor-fit product offerings or services aligned with customers鈥 preferences, Mr. Mathew said.聽
He said micro, small, and medium enterprises (MSME), start-up firms and other low-tech industries could benefit more from the growing adoption of AI in the Philippines.
鈥淲e鈥檙e seeing it being applied in low-tech sectors, as well as in a diverse range of business functions, from pre-production to post-production,鈥 Mr. Mathew said.
鈥淕enerative AI can also identify patterns and generate insights to improve service quality, identify potential issues and anticipate customer needs as a result. MSMEs become more agile and proactive in the face of risks like customer churn,鈥 he added.
Upskilling remains to be the threat in the wider adoption of AI because the lack of basic information and communications technology skills could hinder its growth.
鈥淭here are also issues such as data bias, misinformation, intellectual property rights, security concerns, and interpretability,鈥 Mr. Mathew said. 鈥淭hese challenges pose serious risks to brand reputation, and responsible AI practices are imperative.鈥 鈥 Ashley Erika O. Jose
