Self-service is evolving rapidly from static FAQ pages into dynamic, continuously updating AI-driven experiences that anticipate customer needs and deliver real-time assistance.

In the future, AI-powered bots, including but not limited to chatbots, will handle a broader range of interactions across channels—offering more intuitive, human-like support. AI won’t just respond to existing questions. It will proactively analyze customer interactions across calls, emails and social media to identify emerging issues and knowledge gaps as they arise.

Generative AI will then use these insights along with the customer care playbook to create and update helpful, personalized responses as needed. This keeps self-service content for common customer queries fresh and relevant without manual intervention. This continuous evolution streamlines the customer journey by reducing frustration and accelerating response times. As more routine tasks are resolved autonomously, human agents can dedicate their expertise to complex cases that demand empathy and creativity.

A real-life example is Redi, an AI-powered conversational assistant for Virgin Money that’s accessible through the bank’s mobile app, was developed with the help off IBM Consulting® AI experts. Since its launch, Redi has had more than 2 million interactions with Virgin Money customers, and it has a 94% customer satisfaction rate among those surveyed.2