Revolutionising stakeholder engagement with AI Avatars

In my recent role managing a suite of B2B products in the mobile telecoms sector, one of the most persistent challenges I have faced is ensuring that both internal teams and customers are well informed about the product’s capabilities. This is vital for retaining customers, reducing churn and driving growth through upsell and new customer acquisition.

Over the years, we’ve employed a variety of approaches to inform and educate stakeholders, including product manuals, training workshops and webinars. Whilst these approaches have their place, these days most of us prefer content consumption in short, visually engaging formats.

AI-powered tools like Synthesia  are game changing. They are evolving the way in which product management enables engagement with stakeholders.  In this article, I would like to share my experience of leveraging AI enabled product content generation to improve engagement.

The need for stakeholder engagement

As product managers we needs to ensure that internal teams, existing customers and potential customers are well versed in our product’s capabilities and the value it creates. This serves three critical purposes:

1.        Minimizing churn:

Ensuring existing customers are aware of the products capabilities and the value it generates will increase stickiness and reduce the probability of switching to competitors

2.        Increasing upsell opportunities:

Educating customers about additional features and their benefits can drive additional sales.

3.        Attracting new customers:

Creating engaging, easy-to-consume content for social media and traditional platforms can generate new leads.

Traditionally we have relied on a combination of approaches such as product manuals, workshops and webinars to achieve these goals. However, in today’s content-saturated world, people prefer concise, visually appealing, on-demand formats. Video content fits this need perfectly but comes with its own challenges:

·        Resource intensity: Creating professional-quality video content is time-consuming, especially when voiceovers and editing are involved.

·        Inconsistency: Different team members have different presentation styles, tones or accents, which can impact the consistency of the content.

·        Localization needs: With a global customer base spanning over 100 operators around the world, I was often asked to create content in local languages such as Spanish and Arabic. This requires additional resources with specific language skills.

How AI Avatar based video generation transformed the process

By leveraging technologies like AI avatars and text-to-speech conversion, video content can be created in an efficient and effective manner:

Here’s how we leveraged Synthesia:

1.        Training material for internal teams

We created on-demand training videos for our internal teams, hosted on a learning management system (LMS). These videos focus on specific features and functionality, empowering team members with the knowledge needed to support and promote the product effectively.

2.        Explainer videos for customers

Monthly explainer videos (2-3 minutes each) highlights a specific product capability, helping customers better understand the value of specific capability..

3.        Social media promotions for prospective customers

For prospective customers, we’ve developed short, engaging videos tailored for social media platforms.

The benefits of AI-driven video generation

1.        Speed and efficiency

The text-to-speech functionality reduces the need for multiple voiceover takes, saving time. AI-based templates make it easy to produce high-quality initial drafts, further accelerating content creation.

2.        Consistency

Using the same AI avatars across all videos ensures a consistent look and feel, even when multiple team members were involved in content creation.

3.        Personalized localization

The AI platform’s ability to build a video in multiple languages enhances customer engagement, as they can consume content in their native language. It is also much more cost efficient relative to the traditional approach of creating videos in different languages.

Outcomes achieved

The use of AI-powered video generation has driven measurable results in our product management processes:

·        Enhanced internal knowledge: Training videos increased the confidence and understanding of internal teams, enabling them to better support and promote the product.

·        Improved customer awareness: Short, focused videos helped existing customers unlock the full potential of the product, boosting satisfaction and upsell opportunities.

·        Broader reach: Social media videos have expanded awareness among potential customers, helping capture new leads.

Conclusion

Adopting innovative tools that align with the changing expectations of stakeholders is key to staying ahead in today’s digital-first landscape. AI avatar based video generation tools are evolving product management by streamlining content creation and delivering consistent, engaging communication. The ability to produce high-quality, localized videos quickly has helped us retain existing customers, generate new opportunities, and drive growth.