Though consumers are increasingly accepting of artificial intelligence, they can find it spooky if the technology is too tech-y — or too real. According to Capgemini’s latest report, “The Secret to Winning Customers’ Hearts with Artificial Intelligence: Add Human Intelligence,” 55 percent of consumers prefer interactions to be a mix of human and digital. What’s more, 64 percent of consumers want the technology to resemble humans — in some ways.
“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. 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,” said Mark Taylor, chief experience officer of digital customer experience practice at Capgemini.
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To extract these findings for the report, Capgemini surveyed 10,000 consumers and more than 500 executives belonging to top companies spanning 10 global markets, a Capgemini spokesman explained.
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Aware of the benefits of AI, 63 percent of consumers said they enjoy using the software due to its always-on availability. They also like the efficiency that AI-powered tools provide. “Consumers are also opening up to the possibility of digital alter egos — 48 percent 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,” the report said.
But these enhancements have a limit. According to the survey results, 62 percent of consumers prefer the technology to have humanlike intellect and 49 percent said humanlike AI services will improve their opinion of a company. Though open to humanlike voices and understanding of emotions, 52 percent of consumers get creeped out if the software is set up to look like a human.
Sidestepping eerie AI-powered robots and delivering streamlined and intuitive technology will help move the needle in sales, the report said. According to the results, 38 percent of shoppers have “purchased more following a good AI-enabled experience, with a quarter increasing their spend by up to 10 percent.”
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