The document discusses the integration of Generative AI (Gen AI) in operations and customer experience to enhance efficiency and engagement. It highlights the capabilities of Gen AI in reducing operational costs, automating tasks, and enabling hyper-personalization while also addressing strategies for content marketing and SEO improvements. Key points include the importance of prompt engineering and caution in using Gen AI for significant decisions.

1. April 2024
Ecosystem Modernization

2. Let’s chat
2
1. Introductions
2. Gen AI in operations
3. Gen AI in customer experience
4. How to start today

3. Introductions
• 10x Sitecore MVP: Technology, Commerce,
Ambassador
• 16 years of Sitecore & Microsoft delivery
• MarTech enthusiast — XM Cloud, Azure, AI
VP, Digital Solutions, Altudo
Vasiliy Fomichev
Applied AI Workshop: archit.garg@altudo.co
vasiliy.fomichev@altudo.co
@vasiliyfomichev
www.cmsbestpractices.com

4. We deliver digital personalized CX at scale
4
1-to-1 Customer
Experiences
CX strategy Content and
Commerce
Experience
Delivery
Testing & Personalization
Engine
Customer Data
Management
Analytics &
Measurement
What you have to
say and offer your
customers.
Content
Where and when you
communicate with your
customers.
Experience
Delivery
Customer
Who you want to
engage with Converse with individuals
based on their interests
and preferences.
Personalization
& Optimization

5. Gen AI serves as an operational accelerator and CX enhancer
5
Operations
Cost savings
1. Reduce effort for lengthy tasks
2. Automate operations
3. Reduce dependency on specialized
resources (designers, copywriters)
4. Reduce number of systems, integrations,
vendors
Customer Experience (CX)
Conversion rate optimization
1. Increase engagement
2. Capture more leads
3. Enable hyper-personalization
4. Accelerate experimentation

6. Gen AI serves as an operational accelerator and CX enhancer
6
Operations
Cost savings
1. Reduce effort for lengthy tasks
2. Automate operations
3. Reduce dependency on specialized
resources (designers, copywriters)
4. Reduce number of systems, integrations,
vendors
Customer Experience (CX)
Conversion rate optimization
1. Increase engagement
2. Capture more leads
3. Enable hyper-personalization
4. Accelerate experimentation

7. Reaching SEO goals with the help of Open AI
Interstate Battery System of America, Inc., is a US privately owned
battery marketing and distribution company. The company’s distributor
network consists of 300 wholesale warehouses and is backed up by
more than 150,000 Dealers around the world.
• Location detail pages are required for SEO to promote 75,000
dealer locations
• It took over a year to get through 1,500 locations
• Azure Open AI location content and metadate generation – 9 weeks.
7

8. Content marketing campaign automation with Gen AI
• Automate content marketing campaign creation
• Automate strategic content allocation
• Auto-populate content
8
We are elevating experiences with internal operations
for content marketing campaign planning and content
creation.
Credit: Brian Bishop
Digital Solutions Director, Sitecore

9. Drive customer engagement with Azure Open AI securely
• Increase content and product findability with a chat bot powered by
Azure OpenAI
• Turn digital interactions into conversations to drive engagement
• Turn conversations into lead captures for high-value content
9
Increase customer engagement, drive leads, and improve
content discoverability.

10. 1.Publishing/Workflow
Request
Architecture
AUTHORS
6.Index Media
7.CreateChunks
8.Generate
Embeddings
5.DataImport
1.Query
7.Response
AZURE OPENAI
3.Generate
Embeddings
4.PushDocument
COGNITIVESEARCH
SHAREPOINT
CHATAPP
3.EnrichedQuery
4.Results
Embedding Model GPTModel
RAG
5.Promptw/
Grounding
6.Completion
MONITORING
USERS
2.Streaming
datamerging
REAL-TIME/
EXTERNALDATA
LOGICAPP
2.DataIndexing
MERCHANDISERS
1.Update Request
BLOBSTORAGE
SITECORE DXP
SITECORE
ORDERCLOUD

11. Get started now with learning “prompt engineering”
1. Set the context
1. Ask the model to play a role or explain your role
2. Provide as much relevant detail as possible
2. Ask for help in improving your prompts
3. Ask the model to ask follow up questions to give a
better answer
4. Ask if there is anything in the prompt that’s not clear
or well-understood
5. Ask follow up questions
6. Use screenshots for visual reference (style, likeness)
7. Use a variety of LLMs; most accurate results come
from internal copilots.
12

12. Generative AI should be used with caution for important decisions
Remember that Gen AI is in simple terms a
sophisticated auto-complete.
Fact check when performing important
research.
13

13. Let’s stay in touch!
VP, Digital Solutions, Altudo
Vasiliy Fomichev
Applied AI Workshop: archit.garg@altudo.co
vasiliy.fomichev@altudo.co
@vasiliyfomichev
www.cmsbestpractices.com
LinkedIn
Calendly

14. Let’s create
engaging
customer
experiences!