Businesses in Ghana have been encouraged to adopt emerging technologies like Generative AI to enhance customer experience (CX) functions.

Effective use of this technology can lead to more meaningful interactions that deliver value for both businesses and customers.

This call to action was a central theme at an Executive Roundtable hosted by Exotel, a leading cloud communication solutions provider, in partnership with Metro Edge Technologies, a rapidly growing indigenous IT firm.

The event, themed “Create Value Beyond the Hype: The Role of Generative AI in Customer Engagement,” brought together 30 C-level executives from Ghana’s top organisations, including Fidelity Bank Ghana, MTN, Ecobank Ghana, Calbank, GT Bank and Social Security and National Insurance Trust (SSNIT).

The closed-door forum allowed industry leaders to explore the transformative potential of Generative AI in reshaping customer engagement.

Discussions highlighted how businesses could use Generative AI to move beyond scripted interactions, creating personalised, natural, and engaging experiences for customers.

Exotel’s Africa Sales Director, Vishal Miglani, emphasised the profound shift Generative AI represents in customer engagement:

“Generative AI represents a paradigm shift in customer engagement. It’s not just about technology; it’s about creating meaningful interactions that drive real value for businesses and customers alike.”

He noted the evolving nature of customer expectations and stressed the importance of adopting suitable AI tools to meet these changes.

“We have heard this evening how simple yet complicated the customer is and how the customer’s needs have changed over time. Generative AI will make our work as CX experts a lot easier and meaningful as far as we adopt the appropriate AI tools for our work,” Miglani added.

Kingsley Bennett, CEO of Metro Edge Technologies and West Africa’s premier partner for Exotel, underscored the practical applications of Generative AI across various industries.

He highlighted its impact on personalized marketing, enhanced customer support, and content creation.

“The data tells us Generative AI has led to improved engagement, increased interactions, and provided accurate, invaluable customer insight, which hitherto would have been difficult to come by.

"It is, therefore, imperative for businesses focused on cost efficiency, scalability, enhanced creativity, and understanding customer needs to explore solutions steeped in Generative AI,” Bennett said.

The roundtable also fostered collaboration and peer-to-peer learning, enabling participants to share strategies for driving contextual customer conversations through innovation.

This initiative reflects Exotel and Metro Edge Technologies’ commitment to equipping African businesses with the tools and insights necessary for staying ahead in the digital era.