Companies want to harness insights about customers from a wide variety of places. Generative AI tools can help in new ways, but some classic knowledge management obstacles remain. Here's what customer and market insight leaders at companies like P&G, PepsiCo, and Novartis have learned about getting the best results from the data, the tools, and the people using them. To understand their customers and markets, a growing number of customer-oriented companies are using generative AI tools, alongside the language and reasoning capabilities of popular large language models (LLMs), to access and analyze their own internal content. These hybrid knowledge approaches, which typically employ a technique called retrieval-augmented generation (RAG), allow the integration of a company's own customer insights with the general knowledge base on which an LLM was trained. Companies taking this approach to what was previously called 'knowledge management' reap several benefits, such as enabling...
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