Using Generative AI in customer support in the Media and Information Services industry

In today’s fast-paced digital world, customer expectations have never been higher - especially in the Media & Information Services (M&IS) sector. Whether it’s streaming platforms delivering immersive entertainment, publishers curating in-depth analysis, or data providers offering real-time insights, the demands placed on customer support teams are complex and varied.

Traditional customer service models, where nearly every customer query relies on human intervention, can struggle to keep up with this scale and complexity.

Using Generative AI (GenAI) in customer support changes that. It isn’t just a technical upgrade; it’s a powerful tool reshaping how M&IS organizations engage with their audiences. By enabling faster, more personalized, and scalable customer support, GenAI addresses the unique challenges of content-driven businesses.

Here, we explore how GenAI is transforming customer support in the M&IS industry. We’ll look at its most impactful use cases, the benefits it offers, and the practical steps leaders can take to integrate it effectively into their customer service strategies.

The irreplaceable human touch

While GenAI offers enormous advantages, it’s important to recognize its limitations. At least for now, AI tools can’t replicate true human empathy or the ability to navigate emotionally charged or complex situations with care. For these interactions, the judgment and personal touch of human agents remain irreplaceable.

Today, GenAI should be viewed as a tool that augments human capabilities, not replaces them. By blending AI’s efficiency with human empathy, M&IS organizations can deliver exceptional customer experiences that address both practical needs and emotional nuances. This approach not only boosts satisfaction and loyalty but also helps customers feel understood - an invaluable advantage in a competitive, content-heavy market.

Key use cases for Generative AI in customer support within M&IS

• 24/7 global availability: GenAI ensures constant support across time zones, whether users are streaming late-night documentaries or accessing early-morning market reports.
• Cost-efficient high-volume handling: Routine queries, like subscription changes or device compatibility, are automated, freeing up agents to tackle more complex tasks.
• Consistency across content libraries: With growing catalogues and complex licensing models, GenAI delivers accurate, consistent guidance that builds trust with users.

2. GenAI for sentiment analysis

Traditional sentiment analysis tools struggled with context, sarcasm, and large datasets. GenAI solves these issues, offering advanced sentiment analysis across voice and text channels. It delivers clear, actionable insights to help leaders understand customer experiences at scale.

Benefits for customer support leaders in M&IS:

• Enhanced customer understanding: Identify customer frustrations (e.g. buffering issues) or satisfaction with specific features, providing actionable feedback.
• Proactive issue resolution: Detect problems, like paywall errors or failed logins, quickly and address them before they escalate.
• Improved competitive positioning: Personalized responses based on sentiment data improve satisfaction and retention in a crowded market.

3. GenAI for real-time translation

For global M&IS organizations, multilingual support is a constant challenge. GenAI-powered translation tools provide real-time, accurate translations for both text and voice interactions, allowing agents to assist customers seamlessly in their preferred language.

Benefits for customer support leaders in M&IS:

• Cost efficiency: Eliminate the need for multilingual staffing, reducing hiring and training costs while supporting diverse customer bases.
• Improved customer experience: Customers receive consistent, high-quality support in their language, boosting satisfaction and trust.
• Scalability and flexibility: Easily scale support for new markets without hiring specialized agents, enabling faster global expansion.

Practical steps for adopting GenAI in M&IS customer support centres

1. Identify high-impact use cases
   Start where GenAI can deliver immediate value, such as automating FAQs, handling password resets, or managing subscription renewals. Automating these tasks lets agents focus on more challenging customer needs.
2. Leverage content-specific training
   Fine-tune GenAI models using your organization’s proprietary content libraries. This ensures the AI understands industry-specific terms like “paywall access,” “journal metrics”, or “licensing agreements.”
3. Pilot with content-heavy processes
   Test GenAI tools to summarize research papers, reports, or lengthy queries. These solutions help agents deliver concise, actionable responses to content-driven questions.
4. Augment, don’t replace
   Deploy GenAI as a support tool for agents. Use it to draft responses, summarise customer issues, or search knowledge bases faster - enhancing productivity without eliminating human roles.
5. Prioritize accuracy and governance
   Establish processes to fact-check GenAI outputs. In an industry where precision is essential, safeguards and quality checks ensure the AI delivers reliable, verified responses.

Conclusion

Using Generative AI in customer support offers practical solutions to longstanding challenges faced by contact centre leaders in the M&IS sector. GenAI offers practical solutions to longstanding challenges. It enables around-the-clock support, improves customer understanding through sentiment analysis, and ensures seamless multilingual communication, all while enhancing the efficiency of customer support teams.

By adopting GenAI thoughtfully and balancing automation with human empathy, M&IS organizations can meet rising customer expectations, retain their competitive edge, and deliver experiences that keep audiences engaged and satisfied.

If you need help to adopt or expand Generative AI initiatives to elevate customer support in your organization, get in touch.