AI for Marketers Sept '24 - How AI Agents will change your

Generative AI is still in its infancy and has already drastically changed how many of us work and use technology. With the advent of autonomous AI agents -- AI solutions that can reason, search systems, and perform actions -- we are about to unlock the future we’ve been dreaming about: engage with every customer at the right time with the right content *at scale*...treating every customer like a VIP.

In this talk we’ll cover what autonomous AI agents are, walk through how they can tie into various stages of a customer journey and provide some concrete examples of how AI agents today to help improve our self-service customer experience.

Transcript

1. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI FOR MARKETERS・SEPT. 4, 24 HOW WILL CHANGE YOUR Dominik Kundel Head of Product & Design・ Emerging Technology & Innovation
2. ©2024 TWILIO INC. ALL RIGHTS RESERVED DOMINIK KUNDEL HEAD OF PRODUCT EMERGING TECHNOLOGY @ TWILIO DKUNDEL@TWILIO.COM DKUNDEL.COM IN/DKUNDEL @DKUNDEL
3. ©2024 TWILIO INC. ALL RIGHTS RESERVED A new program run by Twilio’s Emerging Tech & Innovation team to showcase our work and research
4. ©2024 TWILIO INC. ALL RIGHTS RESERVED IMPACT OF AUTONOMOUS AGENTS AND AGI ON THE FUTURE OF CUSTOMER ENGAGEMENT CURRENT RESEARCH FOCUS HOW WILL CHANNELS CHANGE? WHAT'S THE ROLE OF PERSONALIZATION & DATA? HOW WILL APIS AND DEV EXPERIENCES CHANGE?
5. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI AGENTS WILL CHANGE OVERVIEW YOUR CUSTOMER DATA WHAT YOU CAN DO YOUR CUSTOMER JOURNEY
6. ©2024 TWILIO INC. ALL RIGHTS RESERVED WHAT IS AN
7. ©2024 TWILIO INC. ALL RIGHTS RESERVED WHAT'S AN AI AGENT? DEFINITION SOURCE
8. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI system that decides when and which action to perform WHAT'S AN AI AGENT? DEFINITION SOURCE ACTION-ORIENTED
9. ©2024 TWILIO INC. ALL RIGHTS RESERVED ChatGPT EXAMPLE WROTE CODE TO ANSWER BROWSED THE WEB
10. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI system that decides when and which action to perform WHAT'S AN AI AGENT? DEFINITION SOURCE ACTION-ORIENTED No fixed decision path. The AI will decide what it does NON-DETERMINISTIC
11. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI system that decides when and which action to perform WHAT'S AN AI AGENT? DEFINITION SOURCE ACTION-ORIENTED No fixed decision path. The AI will decide what it does NON-DETERMINISTIC User Input and Agent Output doesn't have to be chat or voice MORE THAN A CHATBOT
12. ©2024 TWILIO INC. ALL RIGHTS RESERVED NON-CHATBOT AI AGENT EXAMPLES "SMALLVILLE" VOYAGER N8N "ADVANCED AI"
13. ©2024 TWILIO INC. ALL RIGHTS RESERVED TWILIO DEVELOPER PREVIEW JOIN THE WAITLIST AN OPINIONATED FRAMEWORK TO BUILD AND HOST AI AGENTS FOR CUSTOMER-FACING USE CASES SOLVES PROBLEMS AUTONOMOUSLY WITH TOOLS & KNOWLEDGE Assistants can perform complex tasks to solve customer problems without the need for ever-growing flow charts. They can interact with other systems and perform tasks using regular HTTP requests as Tools, and use our built-in Retrieval-Augmented-Generation (RAG) pipelines. USE YOUR EXISTING CUSTOMER DATA AI Assistants can leverage existing Segment profiles through the CustomerAI Personalization Engine and enrich them further. Leverage the insights from your AI Assistant using Segment or send it into your own data warehouse. ENGAGE WITH CUSTOMERS HOW THEY PREFER AI Assistants can communicate over a variety of channels so your customers can engage with you in their preferred way.
14. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI AGENTS WILL CHANGE OVERVIEW YOUR CUSTOMER DATA WHAT YOU CAN DO YOUR CUSTOMER JOURNEY
15. ©2024 TWILIO INC. ALL RIGHTS RESERVED HOW AI AGENTS WILL CHANGE
16. ©2024 TWILIO INC. ALL RIGHTS RESERVED TWO TYPES OF AI AGENTS HOW AI AGENTS WILL CHANGE YOUR CUSTOMER DATA PERSONAL AI AGENT COMPANY AI AGENT ▪ ChatGPT ▪ Perplexity ▪ GitHub Copilot ▪ Apple's Siri ▪ Google's Gemini ▪ Rabbit R1 ▪ AI Pin ▪ Customer Support ▪ Virtual SDR ▪ Shopping Assistant ▪ Onboarding Copilot ▪ …
17. ©2024 TWILIO INC. ALL RIGHTS RESERVED ZERO-CLICK SEARCHES HOW AI AGENTS WILL CHANGE YOUR CUSTOMER DATA PERPLEXITY GOOGLE "AI OVERVIEW" COMPLETE ANSWERS WITH OPTIONAL SOURCES
18. ©2024 TWILIO INC. ALL RIGHTS RESERVED STACKOVERFLOW HOW AI AGENTS WILL CHANGE YOUR CUSTOMER DATA SOURCE
19. ©2024 TWILIO INC. ALL RIGHTS RESERVED DIFFERENT WAYS TO ENGAGE WITH CUSTOMERS HOW AI AGENTS WILL CHANGE YOUR CUSTOMER DATA GENERIC TASK REQUEST SELECTED A VENDOR
20. ©2024 TWILIO INC. ALL RIGHTS RESERVED DIFFERENT WAYS TO ENGAGE WITH CUSTOMERS HOW AI AGENTS WILL CHANGE YOUR CUSTOMER DATA SIGN UP FOR SERVICE NAVIGATE THE PRODUCT
21. ©2024 TWILIO INC. ALL RIGHTS RESERVED PERSONAL AI AGENTS AS USER INTERFACE HOW AI AGENTS WILL CHANGE YOUR CUSTOMER DATA GETTING REAL ACCOUNT DETAILS As personal AI Agents become more capable, more customer engagement with brands might move directly into AI Agents. EXAMPLES ▪ OpenAI's GPTs ▪ GitHub's Copilot Extensions ▪ Apple's Siri & Shortcuts
22. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI BROWSING YOUR APP OR WEBSITE HOW AI AGENTS WILL CHANGE YOUR CUSTOMER DATA SOURCE
23. ©2024 TWILIO INC. ALL RIGHTS RESERVED NEW CHANNELS, NEW STRATEGIES? ▪ PERSONAL AI AGENTS AS NEW CHANNEL / PLATFORM AI Agents might end up playing both the role of a discovery channel as well as a platform competing with mobile / web. HOW AI AGENTS WILL CHANGE YOUR CUSTOMER DATA ▪ SEO & DISCOVERY BECOME HARDER Being a new entrant to a market might become harder as you compete not just for relevancy but also against training data. ▪ CHANGES IN ATTRIBUTION & TRACKING As customers have AI Agents perform actions on their behalf, the nature of the data you can collect changes. ▪ INCREASED IMPORTANCE OF OTHER CHANNELS Other channels like social media become even more important as channels to get awareness
24. ©2024 TWILIO INC. ALL RIGHTS RESERVED HOW AI AGENTS WILL CHANGE
25. ©2024 TWILIO INC. ALL RIGHTS RESERVED BETTER UNDERSTAND YOUR CUSTOMERS HOW AI AGENTS WILL CHANGE WHAT YOU CAN DO AI Agents are great at processing large amounts of unstructured data and acting upon it. Examples: • MONITOR AND REACT TO COMMUNITY CONVERSATIONS Have AI analyze your community / social media conversations, create summaries and tag churn risk accounts. • REACT TO USAGE PATTERNS Have AI find patterns in customer usage and send personalized guides to help the customer. • OPPORTUNITY EXPLORATION Process customer calls, support tickets, or user research recordings to find common challenges & opportunities. DON'T MISS ANY SIGNALS Examples ▪ Snowflake Cortex Analyst ▪ Chainfuse ▪ Segment Generative Audiences ▪ Build your own
26. ©2024 TWILIO INC. ALL RIGHTS RESERVED SCALE YOURSELF & YOUR TEAM HOW AI AGENTS WILL CHANGE WHAT YOU CAN DO Examples ▪ Microsoft Copilot Studio ▪ Wordware ▪ Make, Zapier, etc. ▪ Roll your own Tasks that might slightly differ in input and order of steps but largely have the same actions to perform are excellent options of AI Agents. Examples: • DATA ENRICHMENT AND REPORT GENERATION Have an AI Agent handle writing the necessary SQL queries and auto-generate reports • CONTENT RESEARCH Have an AI agent handle your content research, explore your competitor sites, generate ideas and even initial drafts. • AUTOMATE A/B TESTS Have AI consume the results of an A/B test, generate potential new scenarios, write the code and ship the new test. AUTOMATE REPETITIVE TASKS
27. ©2024 TWILIO INC. ALL RIGHTS RESERVED RFP GENIE EXAMPLE SOURCE
28. ©2024 TWILIO INC. ALL RIGHTS RESERVED HOW AI AGENTS WILL CHANGE
29. ©2024 TWILIO INC. ALL RIGHTS RESERVED ▪ EVERYONE IS UNIQUE It's hard to predict and cater to every possible customer use case & journey. ▪ SUPPORT AS A CATCH ALL Having support handle everything else is hard to scale and risks user churn ▪ FLOW CHARTS DON’T SCALE If you knew every possible scenario you wouldn't be here JOURNEYS ARE UNIQUE & RARELY LINEAR HOW AI AGENTS WILL CHANGE YOUR CUSTOMER JOURNEY THE JOURNEYS YOU DESIGNED FOR THE JOURNEYS “SUPPORT” HANDLES
30. ©2024 TWILIO INC. ALL RIGHTS RESERVED ▪ NOBODY LIKES (BAD) CHATBOTS. At best they give you an FAQ answer. At worst they waste your time. ▪ RESOLUTION NOT A HINT. Processing my return vs. telling me how to find the return form on the website. ▪ CHAT & SUPPORT AS LAST RESORT. Do you really want to talk to a human or do you just run out of options? FAQ CHATBOTS ARE NOT ENOUGH HOW AI AGENTS WILL CHANGE YOUR CUSTOMER JOURNEY CUSTOMER SATISFACTION WITH CHATBOT CS IN 2022 SOURCE - STATISTA
31. ©2024 TWILIO INC. ALL RIGHTS RESERVED RESOLVING ISSUES HOW AI AGENTS WILL CHANGE YOUR CUSTOMER JOURNEY I JUST LANDED AND I CAN'T SEE MY BAGS! YES PLEASE! I'M AT THE FOUR SEASONS IN SF BOTH OF YOUR BAGS (ID #12345, #12931) ARE CURRENTLY STUCK IN TRANSIT AT YOUR LAYOVER LOCATION IN FRANKFURT, GERMANY. DO YOU WANT ME TO SCHEDULE A DELIVERY FOR YOU? CHECK CUSTOMER PROFILE baggage_ids: #12345, #12931 current_flight: ABCREF GET BAG STATUS (#12345) status: delayed location: Frankfurt, Germany GET BAG STATUS (#12931) status: delayed location: Frankfurt, Germany GET FLIGHT DETAILS (ABCREF) destination: SFO connections: FRA LOOKUP LOCATION (FOUR SEASONS IN SF) address: 222 Sansome St, San Francisco, CA 94104 SCHEDULE DELIVERY baggage_ids: #12345, #12931 address: 222 Sansome St, San Francisco, CA 94104 YOUR BAGS HAVE BEEN SCHEDULED TO BE DELIVERED TO 222 SANSOME ST, SAN FRANCISCO, CA 94104 AND SHOULD ARRIVE TOMORROW.
32. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI-POWERED CUSTOMER SUCCESS CASE STUDY PREVIEW 5x increased activations for users engaging with the AI Assistant Problem Less than 5% of new sign-ups successfully launch and reach critical scale. Solution AI assistant provides customers with a personalized onboarding experience, engaging them with a knowledgeable virtual agent. Assistant can guide users through every step, from implementation to pricing, providing needed support to launch successfully.
33. ©2024 TWILIO INC. ALL RIGHTS RESERVED TAKEAWAYS
34. ©2024 TWILIO INC. ALL RIGHTS RESERVED AI AGENTS WILL CHANGE TAKEAWAYS YOUR CUSTOMER DATA WHAT YOU CAN DO YOUR CUSTOMER JOURNEY
35. ©2024 TWILIO INC. ALL RIGHTS RESERVED TREAT EVERY CUSTOMER LIKE A . AT SCALE!
36. ©2024 TWILIO INC. ALL RIGHTS RESERVED NOT EVERY AI AGENT IS
37. ©2024 TWILIO INC. ALL RIGHTS RESERVED BE PREPARED TAKEAWAYS AI is advancing faster than ever before! What might not be "good enough" yet might soon be. WHAT DO IN THE MEANTIME? ▪ STAY UP-TO-DATE You are here! A great first step! ▪ GET YOUR DATA IN ORDER Maybe even use AI for it ▪ FIND WAYS TO EXPERIMENT Explore low-risk opportunities to continuously evaluate new technology SCAN ME TRY OUT AI ASSISTANTS
38. ©2024 TWILIO INC. ALL RIGHTS RESERVED SCAN ME d-k.im/ai-marketers DKUNDEL@TWILIO.COM DKUNDEL.COM IN/DKUNDEL @DKUNDEL YOU