The Impact of Generative AI on Customer Service, Brand Strategy, and Hospitality.

Generative AI, such as ChatGPT, will not erase customer service jobs but rather enrich them by creating a new set of human work tasks. Companies should break down jobs into underlying bundles of tasks and determine how the introduction of generative AI might affect each of those tasks. The net effect on jobs will be to create a new mix of human, automated, augmented, and emergent tasks. The advent of generative AI, guided by humans, will require higher-order cognitive work such as judgment, insight, moral reasoning, and innovation.