For an average online consumer, the concept of artificial intelligence (AI) is not new. The user knows well that AI is helpful in ordering food from a newly opened restaurant or even finding a pair of sneakers that is trending. But what happens when these interactions are human like? Just AI could soon be a passé as a new report finds out that customers have better buying experience when Human Intelligence is pairedwith AI, writes ShwethaSatyanarayan.
Imagine this, if you are planning to buy a new car but not sure how to finance it, you are provided with an online option to look through a host of cars and the corresponding financing options that could be right for you, based on your credit history, income and other variables. You will have to share your personal information with an online virtual agent. Will you share the details?
Interestingly, over 50 per cent respondents of a global survey have agreed to share the personal information with a virtual agent.
Understanding Human Intelligence
Artificial Intelligence (AI) has given customer experience a shot in the arm. Increasingly, more and more companies are adopting chatbots and other virtual assistants to enhance customer experience. However, going a step ahead, the report ‘The Secret to Winning Customers’ Hearts with Artificial Intelligence- Add Human Intelligence’ by Capgemini talks about Human Intelligence, an AI-enabled humanlike intelligence that can give the customer a feeling of human interaction, discussion and feedbacks from machines.
Global leaders too are not unaware of this new demand for Human Intelligence and have started to invest in this conversational ability. For instance, in May, Microsoft has acquired Semantic Machines, which is building new approaches to conversational AI as it seeks to make bots sound more humanlike. Also, Amazon is investing heavily to make Alexa more natural in its interactions. In fact, Amazon has announced that Alexa would soon be able to have more natural conversations, allowing it to understand and respond to follow up questions.
At a time when consumers are becoming increasingly clear on what they want from AI, the Capgemini report found out in the survey, consumers are reassured by humanlike attributes, with 64% wanting AI to be more humanlike, and 62% comfortable with human-like voice and intellect. Through AI-enabled Human Intelligence they expect to hold a sensible conversation, responses to follow up questions and additional information.
Why Human Intelligence clicks with consumers
Further, the report says that good AI-enabled experience promotes greater advocacy and loyalty,and encourages consumers to advocate for companies that provide these experiences. Also, it found that consumers are willing to pay more for better experience. “Greater trust and loyalty also increases customer interactions with organizations which lead to more spend. Nearly 80 per cent of the consumers were willing to pay more for a better experience, across sectors and countries.It was also found that consumers are willing to reward positive AI-enabled interactions with more business. Over 40 % respondents said they would increase their spend if they received a good AI-enabled experience,” the report says.
How organizations can augment for AI-enabled world?
Going ahead, the report suggests that various organizations should build an effective consumer experience strategy to succeed in the AI driven environment. It suggests that organization should place consumer preference and experiences over cost and Return on Investments (ROI) and customers have to be prioritized.
“Globally, as much as 42 per cent of companies that has enabled AI interactions with consumers while they are making a purchase have scaled. Hence, companies should align incentives to encourage greater use of AI-enabled interactions. However, the customers must be informed when deploying AI-enabled interactions across customer touchpointsand the companies should be transparent when doing so,” the report suggests.