Networking KEEPING THE
CONSUMER INFORMED at Smart Communications discusses AI in relation to 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 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 customer communications, particularly in industries such as healthcare and finance. Additionally, 63% voiced ethical apprehensions about generative AI, while 66% raised security concerns. Notably, only 47% believed AI could improve business communications, highlighting the critical need to convey its benefits. Companies can tackle these concerns by being transparent
regarding their use of AI and ensuring that there is always human oversight. By keeping humans in the loop, organisations can not only mitigate ethical and security risks but also ensure compliance with relevant regulations. Open communication about how AI is utilised will ultimately establish customer trust, as consumers want to know when they are interacting with a machine and when a human is involved. 77% of customers agreed that it is vital for
24 | November/December 2024
companies to be clear and transparent about the use of AI in communications. Clearly labelling AI-driven processes and content is a must. While AI can generate text quickly, it needs help understanding
the nuances of human emotions, cultural contexts and ethical considerations. Keeping humans in the loop can help to identify potential biases and inaccuracies, fostering a more responsible approach to content creation. Additionally, humans can adapt messages based on feedback and evolving societal norms, ensuring sensitivity to diverse audiences. By integrating human judgment, organisations can enhance the quality and appropriateness of their communications, ultimately building trust and engagement with their audience.
Getting the most out of AI Despite consumer reservations, employing generative AI in communications can benefit consumers and organisations. Automating and personalising content and optimising workflows enables companies to respond more swiſtly and efficiently to their customers’ needs. In an increasingly competitive landscape, effective communication will be more essential than ever to stand out. However, one principle remains constant: technology must
never function in isolation. Humans bring more empathy, context and nuance than today’s generative AI models. Integrating human oversight ensures personalised responses, enhances user trust and improves customer satisfaction. Tis oversight allows us to harness AI’s strengths while addressing its weaknesses to achieve the best possible outcomes.
Transparency in the digital age Generative AI offers a remarkable chance to reshape customer communications as we know it, creating generation-specific omnichannel experiences and personalisation. Yet, without transparency and human oversight, it can undermine customer trust. Even something as small as a simple disclaimer added to the footer of AI-generated communications can significantly enhance transparency, making the customer aware of AI use. Essentially, organisations should be forthright about their use
of AI and maintain continuous human supervision. Tis approach bolsters security and enables businesses to make the most of the technology while preserving strong customer relationships. Tose who strike a balance between embracing AI and human oversight will keep customers happy in 2025 while reaping all the benefits of optimised workflows and personalised content.
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