Retail
KEEPING THE CONSUMER INFORMED
Simon Tindal, chief technology discusses the impact of AI on customer communications.
G
enerative AI is increasingly embedded in working life by enhancing operational efficiency and driving innovation. It optimises
workflows, processes large volumes of data and produces customised content for a more personalised customer experience. Tis allows businesses to offer unique interactions and gain a competitive advantage. However, companies need help as consumers
remain sceptical over the role of AI, particularly in communications. Many are concerned about human influence, or lack thereof, over AI-powered services. Tat means transparency is more important than ever.
What do customers want from communications? Our global survey of over 2,000 customers revealed that different generations have distinct communication preferences. Silent Generation
34 | March/April 2025
and Baby Boomer consumers valued clear and understandable communication highly, whereas younger generations favoured more personalised interactions through their preferred channels. It is vital for companies to adapt their
communications to suit various target groups. AI enables businesses to produce tailored content for diverse demographics, effectively meeting individual customer needs. Not only must this communication be efficient, but it also has to be ethical and secure. Human oversight is crucial for minimising errors and enhancing the quality and sensitivity of the content.
Establishing trust through transparency and human insight Our survey revealed a growing unease about the role of AI in communication. A significant 80% of participants expressed scepticism over its use in
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