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Generative AI has taken the tech world by storm, redefining how customers interact with technology. Searching for information is no longer a passive, one-way process. With generative AI customers can have an interactive and dynamic conversation with an interface that delivers consistency no matter the medium.
Yet while generative AI has experienced meteoric growth over the past year, challenges remain. Distrust in AI is high. According to a recent study, nearly a third of US adults stated that they trust search results less if they are generated by artificial intelligence: Where does the AI get its answers from and will those answers be relevant? Building and maintaining trust in AI systems is pivotal.
At Coveo, we’re working to develop AI systems people can trust. We were recently recognized at the CMSWire IMPACT Awards for one of our newest solutions: Coveo Relevance Generative Answering. Let me tell you what we did to earn a Gold award in the Best Use of AI in Customer Experience category.
Boosting Relevance With Targeted Data Ingestion
One of the benefits of generative AI is its ability to ingest large quantities of data from nearly anywhere. While powerful, this indiscriminate ingestion of information contributes to consumer mistrust. In a 2023 survey, only 27% of US consumers trusted AI-powered search to display unbiased results, while only 25% trusted the AI-powered search engine to avoid gathering content from websites that promote disinformation.
Coveo Relevance Generative Answering works to restore trust in search results through targeted data ingestion. Our generative AI model returns the best answer from datasets you tell it to ingest data from. This way, the search results are more targeted and relevant to what you're actually looking for.
Building Trust by Maintaining Data Privacy
Another key component of AI mistrust is data privacy — or the perceived lack thereof. Only 28% of US adults trust AI-powered search to respect their data privacy.
But as targeted data ingestion returns more relevant search results, it's also much more secure. Because our model is part of our existing platform, it doesn’t pull in third-party information and points instead to identified and indexed content sources, so the risk to data privacy is minimized.
Working With Partners to Mitigate Distrust
There’s a lot of skepticism around the quality of AI and the results it generates. Plenty of articles have been written about AI hallucinations or the fact that large language models can fabricate answers, requiring a certain amount of supervision whenever someone uses an AI solution.
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At Coveo, we’re working to increase trust in our generative AI search results. When testing our generative answering solution, we worked with more than 40 customers to ensure the solution could be trusted and met enterprise needs. Our results also come with citations, so the validity of the data AI used to generate an answer can be checked.
How Generative AI Search Addresses Client Business Challenges
Finding relevant results to search queries is a critical feature of any search solution. Too often, enterprise organizations have vast amounts of data, but the data is siloed or otherwise inaccessible. Producing relevant search results and answers quickly is one of our key goals and something we set out to achieve for our client, Xero — a New Zealand, cloud-based accounting software company. At its heart, the Coveo Relevance Generative Answering solution is an additional, powerful search technique and capability that we're providing to our customers. One of our recent successes is the launch of Coveo Relevance Generative Answering within Xero Central — Xero’s global customer learning and support site, with 3.95 million subscribers.
Thanks to Coveo Relevance Generative Answering, people coming to Xero Central for answers get more relevant results, which has increased self-service resolution by an additional 20%. Query answers are generated from Xero’s vast data collection, increasing relevance. Citations appended to the search results ensure the data is valid, boosting trust in the AI. Finally, Xero’s customers spent approximately 44% less time on search pages, freeing up their time to do what really matters most instead of hunting endlessly for answers.
Conclusion
Coveo has always strived for enterprise search excellence. But for our industry — like so many others — the arrival of ChatGPT changed the game. Suddenly, everyone was interested in generative AI and how it could be used. While we had experimented with AI before, our large language models weren’t generative, initially. But, we’ve been steadily making AI experience investments and generative responses are a natural evolution. We will only continue to innovate from here.
Learn more about Coveo’s award-winning solution at coveo.com.
