Special Edition Story from Deloitte Japan
Investing in a more authentic customer experience
Rakuten Securities, Deloitte Tohmatsu, and NVIDIA collaborate to build an innovative AI avatar that delivers an enhanced digital customer experience.
COULD ARTIFICIAL INTELLIGENCE INSPIREMORE HUMAN-LIKE INTERACTIONS?
The Situation
Humans have become accustomed to interacting with technology. Texting with chatbots. Telling an AI operator, in just a few words, how they can help. As a dedicated online brokerage service, Rakuten Securities understood the importance of delivering an outstanding digital customer experience. Rakuten Securities leaders believed emerging technologies could help the company provide an even better, more-innovative, human approach.
Rakuten Securities doesn’t have nationwide branches where in-person interactions between its customers and investment advisers can take place. That understanding—and an enduring commitment to innovation—helped drive the company to digitalize its operations, which provide in-depth knowledge of highly complex financial products and help optimize Rakuten Securities’ human resources.
Rakuten Securities’ online system is designed to connect new customers with important knowledge easily and quickly. The company reached 10 million accounts in Japan in 2023 and in the leadup to Japan’s 2024 launch of the new Nippon Individual Savings Account (NISA) program, the number of account openings was growing at an even faster pace. The majority of new account openers were novice investors who were using Rakuten Securities for the first time, and the company was committed to helping them access the advice and information they were seeking quickly, and in a manner that’s relatable and easy to engage with.
THE SOLVE
THE CHATBOT GETS AMAKEOVER,COURTESY OF GENERATIVE AI
The Impact
Developed in just two months, the Investment Consultant AI Avatar made its debut on January 14 as part of the Rakuten Securities New Year Conference 2024, where customers had the opportunity to engage in conversation with the innovative service solution.
The AI implementation for Rakuten Securities, which received development support in Japan, was developed as part of Deloitte’s multiyear alliance relationship with NVIDIA. Deloitte and NVIDIA are working together to develop cutting-edge GenAI solutions for enterprise software platforms across several industries.
More than 90% of the customers who experienced the avatar demonstration said they were interested in using it in the future. These users appreciated the ability to ask rudimentary investment questions and have them answered, but there was one important human quality they appreciated about the interaction: It was fun.
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