Leaders seeking GenAI use cases and best practices can find many examples shared in rSTAR’s recent webinar.
Utility leaders, particularly CIOs, are guiding GenAI’s implementation and helping organizations extract the most ROI from their efforts. Michelle Ferrara, CIO of Arizona Public Service, is no stranger to the challenges and opportunities associated with GenAI adoption in the energy sector.
Ferrara is the chief information officer at Arizona Public Service (APS) and is responsible for the company’s IT infrastructure and applications. She oversees planning, architecture, development, operations, technology strategy, and addressing the digital challenges a major electric utility faces.
As a guest in a webinar hosted by rSTAR Advisory Council members, she shared insights on best practices related to GenAI implementation and strategy. Her comments touched on a few key themes, such as:
Balancing GenAI Hype and Reality
GenAI is neither a panacea nor makes business sense in all contexts. That said, Ferrara offers two points to consider on the front end when leading the charge of GenAI implementation:
Lead Projects with Realistic Expectations
Avoid overhyping GenAI’s capabilities and manage expectations within all areas of the organization.
Focus GenAI Use Cases on Business Outcomes
Prioritize GenAI use cases that directly align with business objectives and deliver tangible value. For instance, APS has successfully integrated chatbots into their service desk platform, enabling employees to interact with a virtual assistant directly within the Teams collaboration tool. This lets internal users quickly obtain assistance without opening a formal support ticket. They’ve improved efficiency and reduced the burden on the IT support team, allowing them to focus on more complex tasks.
Externally, GenAI is poised to enhance the customer experience by enhancing the ETR (Estimated Time of Restoration) process during outages. APS is researching ways to provide more personalized and interactive communications, including the possibility of sending pictures and videos to show customers the progress of restoration efforts. This would provide a more transparent and informative experience for customers.
Maintain Human-Centered GenAI
While technology can enhance customer service, it’s crucial to maintain a human-centered approach. For example, at APS, they value a strong community presence and support programs that make a positive impact.
Even as they adopt AI-powered solutions, they balance that by preserving the company’s human touch. Giving equal consideration to technology and human interaction ensures customers feel valued and supported at every touchpoint in their journey.
Adopting a Strategic Approach to AI Best Practices
GenAI is still in its early stages, but Ferrara has identified some ways organizations, at this juncture, can approach implementation intentionally to ensure the best outcomes.
Hybrid Model
One option is to combine custom-built solutions with off-the-shelf offerings to achieve the best results.
Data-Driven Decision Making
Take advantage of data analytics to identify the most promising use cases for energy companies and measure the impact of GenAI initiatives.
Agile Methodology
Lean into an agile approach to facilitate experimentation, iteration, and rapid adaptation of GenAI organizationally.
Overcoming Challenges
GenAI presents many opportunities for organizations like utilities, though it’s not without its limitations. According to Ferrara, leaders should give credence to concerns such as:
Talent and Skills
Given its novelty, GenAI best practices are still being fleshed out. Organizations must devote time and resources to learning this cutting-edge technology.
Ethical Considerations
Implement ethical guidelines and ensure responsible use of GenAI. It’s incumbent on C-suite leaders to anticipate customer questions regarding data accessibility, privacy, and security.
Ensure System Integration and Interoperability
Plan for seamless integration of GenAI with existing systems and platforms.
Hungry for more insights related to GenAI as it relates to the customer experience in the energy sector? Watch the webinar on-demand and sharpen your skills by catching up on previous webinars here.
rSTAR Technologies GenAI Practice for Utilities
rSTAR has been leading the way in AI and GenAI CX for utilities. Our dedicated utility practice area helps companies create an omnichannel utility experience, ensuring that customers experience the same excellent service whether they interact with your utility through web chat, call centers, or self-service, GenAI platforms. Move beyond idea to implementation with GenAI for utilities and other asset-intensive industries.
