There’s been a lot of buzz around artificial intelligence in recent years and surely that’s not going to change any time soon. As technology evolves, we’re reaching new heights of artificial intelligence systems capable of more human customer interactions.
We’ve only explored the beginnings of what how artificial intelligence can be used in marketing. So far, one of the most promising applications is customer service. Are customers prepared to solve their problems by talking to a machine? Let's see what the data says and how we can incorporate this tool into our strategy.
According to a study on artificial intelligence recently conducted by Capgemini on 10,000 users from 10 different countries, 73% of them are aware of having interacted with this technology in customer service. The list of AI-based services includes the use of chatbots, facial recognition systems to identify the consumer or conversations with a Siri-type voice assistant.
According to this study, the majority of users (69%) are satisfied with the interactions they have with artificial intelligence. Despite this, 55% would prefer to have interacted with a mixture of AI and human interlocutors.
Consumers who were satisfied with their use of AI pointed out several benefits, among which stand out:
In terms of what users look for in their interactions with artificial intelligence, one key point that many customers still look for and value is the human feel. 64% say they want AI to be more human and 62% say they like systems with human voices. In addition, 57% like that this technology has the ability to understand human emotions and respond to them.
Chatbots are one of the most popular and accessible applications for beginners in the world of customer service artificial intelligence solutions. These programs are able to maintain a conversation, answering customer service queries and making relevant suggestions.
For a few years, Facebook has incorporated chatbots into the Messenger tool, so that companies can use them to interact with their customers. In addition to responding to users' doubts, the chatbot can also be proactively programmed to carry out different functions, such as ordering a bouquet of flowers or receiving the latest news from a brand filtered by the user's interests. In case the chatbot can not respond to a specific need, it will notify a human agent to solve it.
For brands, the use of this type of programs with artificial intelligence brings multiple advantages:
Right now, marketers are at a very exciting time, since we have only just begun to investigate everything that this technology can offer us. If you want to get inspired, I’ll leave you some ideas on how to incorporate artificial intelligence into your marketing plans, beyond customer service: