Artificial intelligence (AI) is giving customer experience a shot in the arm. Organizations are increasingly adopting conversational chatbots for providing customer service. Airports around the world are investing in mobile androids that help travellers with directions. Hotels are experimenting with voice-assisted in-room controls.
AI is no longer alien to consumers, according to a new research from Capgemini’s Digital Transformation Institute.
The report, “The Secret to Winning Customers’ Hearts with Artificial Intelligence: Add Human Intelligence” reveals that 55% of consumers prefer interactions enabled by a mix of AI and humans, and 64% want AI to be more human-like.
These human-like qualities can generate significant goodwill and drive a greater propensity to spend for nearly half (48%) of consumers.
The report, which surveyed 10,000 consumers and more than 500 companies across 10 countries, found that 63% of AI-aware consumers like AI because of its 24/7 availability and how it provides greater control over their interactions.
Consumers are also opening up to the possibility of digital alter egos – 48% say the opportunity to be able to delegate tasks to an electronic personal assistant is exciting, with another 46 percent believing it will enhance their quality of life.
Consumers want human-like, not human-looking AI.
Consumers’ growing comfort in using AI is also increasing their reassurance in AI having human-like attributes.
Across all age groups between 18 and 55+ years, consumers prefer interactions to be enabled by a mixture of human and AI.
However, customers want their AI to be heard, and experienced, but not seen. While they are keen for AI to have a human-like voice (62%) and the ability to understand human emotions (57%), physical features are deemed “creepy.”
More than half (52%) of customers are not comfortable when AI is set up to look like a person. The report also finds that two-thirds of consumers (66 percent) would like to be made aware when companies are enabling interactions via AI.
“It is somewhat ironic that natural language processing and machine learning provides organizations with the opportunity to build deeper, more human relationships with their customers,” Mark Taylor, Chief Experience Officer, Digital Customer Experience Practice, at Capgemini said.
“By focusing their AI implementations to reimagine, streamline and simplify customer interactions, organizations can boost customer spend and loyalty. To see the biggest bottom-line boost, firms need to make both artificial intelligence and customer experience a strategic priority.”