The Possibilities and Paradoxes of Generative AI-Enabled Customer Service

In this masterclass, we draw on recent research conducted by CXI Research Group and CPM Australia to discuss how Generative AI is poised to revolutionise customer service delivery by offering unprecedented opportunities to connect and engage with customers.

First, synthesising emerging scholarly work and consultations with customer service leaders across Australia, Associate Professor Carla Ferraro will outline the transformative possibilities of Generative AI for customer service delivery. Second, Professor Sean Sands and Dr Vlad Demsar will discuss six paradoxes that are shaping current debate about the role and impact of Generative AI for customer service. Finally, Professor Sean Sands will reveal how brands can strategically leverage the benefits of Generative AI for customer service delivery while mitigating potential risks.

Event Details:

• Date: Thursday, June 20, 2024

• Time: 12:00 PM – 1:00 PM

• Presenters: Professor Sean Sands, Associate Professor Carla Ferraro, Dr. Vlad Demsar Swinburne University

Who Should Attend:

This event is perfect for professionals in customer-centric roles across industries, including:

• Customer Experience Managers
• Marketing Executives
• Product Managers
• Customer Support Teams
• Market Researchers
• Technology Innovators

Meet The Presenters:

Assoc Prof. Carla Ferraro, CXI Co-Director, Swinburne University

Carla is Associate Professor of Marketing, Academic Director of Student Experience, and Co-Director of the CXI Research Group in the School of Business, Law and Entrepreneurship at Swinburne University of Technology. Carla has extensive commercial and academic research expertise in the areas of services marketing, consumer behaviour and psychology, and customer experience. Carla works with a wide range of business, Government, and non-profit organisations across these areas, with outcomes including impactful industry-partnered research, top-tier journal publications, and innovations in educating the next generation of marketers.

Dr. Vlad Demsar CXI Co-Director, Swinburne University

Vlad is a Senior Marketing Lecturer and Co-Director of the CXI Research Group in the School of Business, Law and Entrepreneurship at Swinburne University of Technology at Swinburne University of Technology. He has extensive experience in bringing together academic knowledge and practical research insights to help organisations solve business problems related to marketing strategy, customer experience, and emerging technologies. His research extends into consumer and digital cultures, consumer behaviour, advertising, marketing, digital marketing, and social media. Vlad has extensive consulting experience insights, strategic marketing, and digital marketing through his roles as Founder of Dassier and Sky High Digital. He has worked closely and collaboratively with some of Australia’s biggest brands in telecommunications, banking and finance, beverages, retail, FMCG, toys, and technology; as well as helping many small and medium size businesses to take their first steps, grow, and transform.

Prof. Sean Sands Chair Department of Marketing and Management Swinburne University 

Sean is Professor of Marketing and Department Chair for the Department of Management and Marketing in the School of Business, Law and Entrepreneurship at Swinburne University of Technology. He is Associate Editor at the Journal of Advertising Research and International Journal of Advertising and is on the Editorial Review Board for the Journal of Advertising. Sean's research is broadly focused on how digital and physical experience affects marketing theory and practice, which he has presented at major international conferences. He is a prior advisory board member to the Starlight Children's Foundation and has spent two decades consulting to industry in Australia and New Zealand at firms including TNS, Chant Link & Associates, and The General Store.

Q&A

Following the presentation, CXI Co-Director Dr. Vlad Demsar will lead an interactive Q&A discussion to provide an opportunity for audience members to engage directly.

Acknowledgement & Understanding:

By registering for this event, you acknowledge and give consent to the session being audio and video recorded and your email details being added to the CXI database. If you do not consent, please let the event organiser know.