The AI advantage: democratizing data to boost team and product performance

Today’s digital environment demands faster, smarter collaboration—but when customer data is siloed across tools and teams, it’s hard to work together effectively, unlock meaningful insights, and improve the customer experience (CX).

AI analytics streamlines workflows to improve productivity and foster cross-functional collaboration across your entire organization. With the right tools, teams can connect the dots between key customer touchpoints, find new opportunities, and make informed decisions with comprehensive data—together.

This article explores 12 ways teams can use AI to collaborate on shared goals and drive real business results.

Key insights

• AI analytics removes barriers to data usage, including reliance on analyst resources and time-consuming training. This enables every team member to leverage and share customer insights, promoting a data-driven culture that helps teams prioritize user-centric initiatives. 

• CX is everyone’s responsibility—it doesn’t exist in a vacuum. When teams can see the big picture, it’s easier to find opportunities to work cross-functionally to achieve key business goals.

• AI analytics rallies teams across an organization around a unified customer view, building alignment, avoiding duplicated work, and maximizing resources for better outcomes 

Improve the entire customer experience with AI summaries

Understanding the customer journey from beginning to end is crucial to providing a delightful CX. But when teams focus only on the 1 or 2 touchpoints they own, it can lead to blind spots—and missed opportunities.

The AI-powered Session Replay Summaries feature in Contentsquare compiles hours of footage of people navigating your site into actionable takeaways about user behavior that you can immediately leverage.

Automatically surface key points and potential issues by letting AI tools analyze one or multiple session replays, then quickly share critical moments with other teams in just a few clicks to align on company-wide objectives.

Here are 3 ways teams can use AI summaries to work together efficiently: 

1. Drive more effective troubleshooting

If your QA and customer support teams notice a spike in bug reports or tickets, they can investigate session replays with errors or high frustration scores (more on that shortly) and get AI-generated insights to understand what happened—without even needing to watch the session. Then, they can quickly share time-stamped critical moments with product and engineering teams to speed up triage and fixes.

Contentsquare’s AI saves hours of manual analysis so teams can pinpoint the moments that matter, faster

2. Turn user research into better messaging

Let’s say your product team wants to see which features customers are most interested in—and any underlying pain points. They can use Session Replay Summaries to analyze how different user segments navigate their site or product. For example, replay summaries might reveal users from North America are especially engaged with pages that mention task management capabilities. They share this AI-driven finding with marketing, which creates targeted messaging and advertising that highlights these features to attract more right-fit customers.

📖 Further reading: want to know more about how marketing teams are using AI to drive real business results? Take a look at our guide on AI in marketing.

3. Enhance experimentation

When conversion rate optimization (CRO) teams run experiments like A/B tests, they can use session replay summaries to pinpoint why the winning variant was successful. AI does the heavy lifting to provide overall behavior insights and shortcuts to key moments—without them needing to watch endless before and after videos to review and compare. They can then feed this additional context back to UX, design, and marketing teams, who incorporate the learnings and make faster, data-driven changes.

Boost productivity with a powerful AI copilot

Data can be overwhelming if you don’t know where to start. Using an AI copilot massively reduces time to insight by enabling teams to ask important questions in natural language and letting AI do the rest—no complicated analytics training necessary. This helps everyone adopt a data-driven mindset, filling gaps in knowledge to speed up cross-functional collaboration and unlocking greater return on investment (ROI) from customer data.

You can chat with Sense, Contentsquare’s AI, to ask in-depth questions about your data and get clear analyses and actionable next steps. In addition, Sense suggests follow-up questions to help you dig even deeper, such as comparing device types or looking at specific user segments, and provides a clear explanation of how it reached its results.

Here are 3 ways teams can use AI analytics to find, share, and take action together on relevant insights:

4. Diagnose and fix drop-offs in your conversion funnel

Let’s say your marketing team is tasked with increasing conversion rates. They can simply ask Sense, “What are the biggest issues preventing users from converting?” and the AI will deliver immediate insights. 

For example, it might find that users aren’t being effectively directed to the conversion process and the signup form has trust issues.

Marketing starts working on messaging to drive customers to the conversion funnel and flags these insights with UX and design teams who decide to add trust signifiers like reviews or customer testimonials to the sign-up page. With customer success looped in, they get buy-in for customer advocacy programs that generate more high-value testimonials.

5. Launch better campaigns

If product releases a new feature and wants to track its performance, the team can ask Sense to measure its activation and engagement rates. In this case, perhaps Sense finds that most users who activate the new feature only use it once. It flags that this could lead to an increased risk of churn.

Product loops in marketing and customer success teams to create activation and re-engagement email marketing campaigns, encouraging users to return and fully set up the feature and offering tips and tricks for adopting it into their workflow.

6. Pinpoint the causes of complaints 

If customer support spots an influx of tickets around payment issues, they can ask Sense to find out why. Let’s say Sense flags that the checkout page is loading slowly, likely leading to an increase in rage clicks and multiple form submissions. Support can then raise this with the development team, which jumps in and pushes a quick fix to resolve the issue.

💡 Pro tip: don’t just get answers to your direct questions—use Chat with Sense to uncover powerful, data-driven insights that help you do more with your data. 

Teams can ask questions like

• What do journeys that end in conversion look like?

• Which content do users engage with most?

• How does the conversion funnel differ between desktop and mobile?

Then, Sense automatically draws on Contentsquare capabilities and features—like Journey Analysis, Page Comparator, and Funnel Analysis—to analyze customer data, generate relevant charts and graphs, and suggest next steps.  

Sense also offers up further questions to ask of your data, such as “How has this changed over time?” or “How does this compare across different traffic sources?” You can also select “Explain my approach” to understand how and why it reached the conclusion it did, so teams can collaborate with confidence. 

Solve customer pain points with AI-based frustration scoring

Frustration damages the entire customer experience—but its root causes can be hard to pinpoint. With a user frustration score, teams can quickly spot friction points and prioritize their resources, focusing on the highest-impact problems.

Contentsquare’s AI-driven frustration score considers factors like rage clicks, JavaScript and API errors, and looping behaviors, and assigns each page or session a score from 0 to 100. Paired with Contentsquare’s Impact Quantification capability, teams can see the projected impact of these issues on revenue and conversions. 

This creates a shared language for teams that helps them align on areas of your site or product that need immediate attention, fuelling faster prioritization based on real business impact.

Here are 2 ways teams can turn frustration into quick wins:

7. Prioritize the most pressing pain points

Suppose your UX and marketing teams surface performance problems and technical issues that are causing poor CX. Using Contentsquare’s AI-driven frustration score, they can order issues based on priority and send them directly to the dev team. This way, developers don’t have to root through their backlog to assess what needs their attention and can dive straight into high-impact fixes.

8. Test and validate hypotheses  

Web teams looking to improve UX can filter session replays by frustration score, then get AI-generated summaries of these sessions to understand what’s causing the issues. Let’s say the AI summary suggests that users are clicking on certain unclickable elements in search of more information. The web team then joins up with experimentation or marketing teams to A/B test their theory that users are looking for more details by creating a variant with additional copy and monitoring whether this reduces the frustration score.

📖 Further reading: learn more about how to use AI to resolve friction points in our dedicated AI user experience article.

Contentsquare’s frustration score uses AI to rank the most impactful sources of user friction

Leverage vital customer insights with AI-powered surveys

Hearing from users in their own words is extremely powerful, but qualitative research methods like surveys are time-consuming to extract insights from.

With AI-powered surveys and analysis, teams can quickly generate questions based on their research goals and let an AI assistant summarize responses. This eliminates hours of manual work spent capturing and analyzing qualitative data, making it easier for teams to identify and spot broader, shareable trends.

Here are 2 ways teams can leverage Contentsquare’s AI-powered surveys to gain high-value insights, fast:

9. Use customer feedback to tailor the roadmap

Customer success teams want to find out what features or capabilities high-value, long-term users want to see next. Using AI for Surveys, they can generate a survey within minutes and get a summary of responses to spot trends. They then share the results with the product and engineering teams, which use the report to inform their roadmap and build customer feedback into their shipping cycles.

10. Find out why users don’t convert

Ecommerce or CRO teams looking to understand blockers preventing users from making a purchase decide to trigger an exit-intent survey. Contentsquare’s AI technology automatically tags the incoming responses with keywords that you define, like ‘UX’, ‘bug’, or ‘pricing’, making it easier to analyze the results. 

You can then bring this detailed feedback to the relevant team—like UX or marketing—to make optimizations, such as improving the search functionality or adding additional information to product pages.

Use exit-intent surveys to understand why users leave without making a purchase, then share the findings with UX, marketing, and product to make targeted improvements

Stay aligned on KPIs with AI alerts

Keep teams focused on key business goals and metrics by bringing regular updates into their daily workflows and empowering them to quickly address any deviations from the norm. 

Custom, AI-generated alerts in Contentsquare give you real-time notifications about key performance indicators (KPIs) like

• Conversion rates

• Bounce rates

• Error rates

• Device- or segment-specific behaviors

Get alerts directly in your Microsoft Teams app or Slack workspace to keep relevant teams and stakeholders informed, productively communicate about next steps, and collaborate in context.

Here are 2 ways teams can use AI alerts to drive company-wide results:

11. Proactively address behavioral trends

Monitor engagement metrics like session duration or bounce rates. When these numbers drop, send alerts to a cross-functional group of stakeholders—such as team members from marketing, product, UX, design, and customer support—so they can investigate together, collaborate on action items, and escalate to their teams as needed for faster resolutions.

12. Respond to critical issues immediately

Set AI alerts to immediately notify your technical team about spikes in errors or drops in page views so they can address them before they cause major business problems. Loop in your customer support team so they can prepare for an increase in ticket volume, set proactive status updates, and reassure customers they’re working on a fix.

An example of an alert notifying teams of errors

Rally every team around improving CX with AI insights

Using an all-in-one intelligence platform with powerful AI capabilities like Contentsquare, you can turn untapped customer data into cross-functional insights that fuel business growth. Encourage everyone to dig into data, share their findings, and collaborate with teams across the organization to make impactful CX improvements that boost retention, satisfaction, and revenue.

FAQs about AI for teams