INNOVATIVE APPROACHES TO INTERACTION WITH CLIENTS BASED ON GENERATIVE ARTIFICIAL INTELLIGENCE

  • A.V. Abramov National Research Nuclear University MEPhI, Moscow, Russia
  • A.D. Stolyarov National Research Nuclear University MEPhI, Moscow, Russia; Institute of Applied Information Technologies, Moscow, Russia
  • V.I. Abramov National Research Nuclear University MEPhI, Moscow, Russia; Institute of Applied Information Technologies, Moscow, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2025.2(55).77-85

Abstract

The article explores the potential of generative artificial intelligence to transform customer experience and create innovative approaches to interaction with consumers. The relevance of the work is due to the rapid development of generative artificial intelligence technologies, such as ChatGPT, Gemini and others, as well as the growing business demand for personalization and automation of customer communications. The purpose of the study is to systematize innovative methods of using generative artificial intelligence (GAI) in interaction with clients, assess their benefits and identify key risks associated with implementation. The methodology is based on a systematic analysis of scientific publications, cases and data related to this area of research using general scientific methods: comparison, synthesis and logical generalization. It is shown that GAI is able to improve interaction with clients radically through hyper-personalization, proactive support, empathic interaction and joint value creation. However, successful implementation requires overcoming technological, ethical and organizational challenges, including the problem of GAI “hallucinations”, data bias, high costs and the need to retrain personnel. The scientific novelty of the work lies in a comprehensive classification of approaches to the use of GAI at all stages of the customer journey, as well as practical recommendations for their implementation. The results of the study can be useful for business leaders striving for digital transformation and can be used to optimize service, increase customer loyalty and create a sustainable competitive advantage. Despite the fact that there are a number of difficulties when using generative AI, companies need to adopt it as a strategic tool for developing customer interactions.

Keywords: customer interaction, generative AI, innovation, customer journey, digital transformation, ChatGPT

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About the Authors

Andrey V. Abramov – Student, National Research Nuclear University MEPhI, Moscow, Russia. E-mail: abandrey2002@gmail.com. SPIN РИНЦ 4880-6329. ORCID 0009-0005-4758-4677

Alexander D. Stolyarov – applicant, National Research Nuclear University MEPhI, Moscow, Russia; Research Associate, Institute of Applied Information Technologies, Moscow, Russia. E-mail: mr.alexst@gmail.com. SPIN РИНЦ 5180-2461. ORCID 0000-0001-8916-6709

Viktor I. Abramov – Dr. Sci. (Economics), Docent; Professor, National Research Nuclear University MEPhI, Moscow, Russia; Scientific Director, Institute of Applied Information Technologies, Moscow, Russia. E-mail: viabramov@mephi.ru. SPIN РИНЦ 9180-0782.ORCID 0000-0002-9471-9408.ResearcherID AEL-7284-2022. Scopus Author ID 56005129700

For citation: Abramov A.V., Stolyarov A.D., Abramov V.I. Innovative Approaches to Interaction with Clients Based on Generative Artificial Intelligence // Beneficium. 2025. Vol. 2(55). Pp. 77-85. (In Russ.). DOI: 10.34680/BENEFICIUM.2025.2(55).77-85

Published
2025-06-25
Issue
No 2 (2025)
Section
INNOVATION MANAGEMENT