2023
Script Generation with Generative AI, 2024
Role
Lead Product Designer
Type
Generative AI

OVERVIEW → 01
This project redefined the customer experience and operational workflows for intent classification and script generation by leveraging Generative AI. It tackled the inefficiencies of manual, labor-intensive processes in conversation design and introduced an automated, AI-driven approach. The result was a streamlined workflow that enhanced customer interaction design, minimised manual effort, improved consistency, and expanded conversational pathways to better meet customer needs.
THE CHALLENGE → 02
Conversation design has traditionally been a manual and labour-intensive process, relying on human effort for intent classification and script creation. While this approach has long been the industry standard, it presents significant limitations that hinder efficiency, scalability, and innovation. The reliance on manual workflows results in operational bottlenecks, as teams dedicate extensive time and resources to repetitive tasks such as intent classification and writing dialogue scripting. This not only increases costs but also slows down the overall design process, which often has multiple feedback sessions and users involved. These workflows are also prone to inconsistencies — as different designers may interpret and implement similar interactions in varying ways, as well as following brand guidelines, leading to fragmented customer experiences and a lack of uniformity in conversational design. Beyond inefficiencies and inconsistencies, the biggest challenge lies in adaptability.






THE SOLUTION → 03
We used Generative AI to transform conversation design from a manual burden into an intelligent, automated process. This approach uses advanced machine learning to dynamically classify customer intents and generate contextually appropriate responses in real-time.The system works by:Automatically recognising and categorizing customer intents with high accuracyGenerating consistent, guideline-aligned scripts that adapt to specific contexts. Creating personalised conversation flows that respond to individual user needs and requestsEnabling rapid iteration and optimisation of customer interactions
This shift from manual to AI-enhanced workflows frees teams to focus on strategic improvements rather than routine maintenance. Organisations can now scale their conversational experiences efficiently while maintaining quality and consistency. The result is more dynamic, responsive customer interactions that can evolve with changing needs.
Most importantly, this solution turns conversation design from a bottleneck into a competitive advantage. Teams can deploy new experiences in hours instead of weeks, personalise at scale and continuously optimise based on real customer interactions.