Why is Artificial Intelligence (AI) so important to digital marketers? A growing number of businesses are increasingly using AI for their marketing needs. AI has been proven to be a powerful asset for all types of digital marketing strategies as it can drive customer service and automate processes.
With AI, businesses can understand their audience better.
Marketers must know how to:
- Reach their audience and at the right times
- Improve the accuracy and the efficiency of marketing campaigns
- Enhance user experience
AI can save marketers lots of money and can ensure a better ROI.
All that is fine. AI has proven to be the game-changer for companies. But how are consumers taking the AI experience? Are marketers trying to find out if AI-driven buying experience finds favor with the consumers?
The answer is probably in the negative.
What Your Consumers Prefer?
It might appear ironical that while consumers are getting faster and more accurate data, thanks to AI-powered marketing processes, a large percentage of them still prefer that a real human is available for communication and information-sharing.
Shockingly, a recent report even suggests that consumers are more likely to deal with businesses that provide them the option to interact with a real human voice instead of chatbots or interactive systems. If for instance, a consumer is ordering crossbows from tenpointcrossbows.com and is using the product for the first time, there could be many complex queries involved that may go beyond the general manual. AI may not be able to handle customer service to their complete satisfaction.
It is obvious that organizations cannot survive the cutthroat competition without reaping the benefits of AI. At the same time, it needs to present its ‘human’ side to consumers to ensure they are satisfied. So how can companies strike a balance?
Many organizations are trying to address this problem using empathy. Marketing experts want to strike a balance between technology and empathy and that’s not easy. Using AI to gauge the feeling of customers at a specific point in marketing and then refining their experience borders on the realms of fantasy. At the same time, they cannot turn their back to the problem or wish it away because marketing is all about making consumers happy and keeping them that way.
It is apparent that AI has permeated every aspect of human activity in the modern world but there are some things that still demand human empathy. The level of automation that you can apply certainly has serious limitations.
AI offers boundless opportunities, but it takes tons of time, effort, resources, and of course, money. Research, setting up, testing, and commissioning all takes time and funding. Companies also have to negotiate steep learning curves for the implementers as well as end-users. The process of maintenance is also complex and time-consuming.
Automating Customer Service with AI
Chatbots are commonly used for customer service in organizations nowadays. While they do work in nearly the same manner as humans, they can goof up when confronted with issues they are not programmed to deal with. Also, the lack of emotional intelligence or familiarity of nuances in language can lead to awkward situations while serving consumers.
Dealing With Uncertainties
Human discretion can be sorely missed when robots handle customer care. It is possible that the system may end up making some decisions that are not the best ones in the given circumstances. AI and automation can undoubtedly boost efficiencies but managing the consequences of wrong decisions requires empathy. This may be tough as machines thrive on clear instructions while humans are trained to deal with complaints in a more responsive manner.
Organizations are continually aiming at bettering their customer experiences. They also must increase brand loyalty if they want to improve growth and boost revenue. A good company will be sharply focused on crafting a meaningful and productive work culture. AI cannot do it alone. It also takes human effort and importantly, human empathy.
AI-powered business and revenue models will gradually replace everything else across all companies and industry sectors in the future as the world as technology continues to disrupt set practices and processes. However, businesses that find a way to align AI and human empathy are the ones whose customer service will shine.