While we put 2023 firmly in the rearview mirror, it’s also time to leave our old ways of thinking in the dust. For many business leaders, last year’s slogan was: “We have to do something about AI, and we have to do it now!” The truth is, spending your time and energy on new and improved technology makes no sense unless you have a goal in sight.
Here’s an example: Imagine Michelangelo with a hammer and a stone. He would definitely imagine and create something beautiful and meaningful, and with advanced tools he would bring even more incredible works to life. Now imagine the average person in the same scenario. Most of us can’t produce anything of lasting value, even if we have cutting-edge technology like a 3D printer. Call it what you want, but technology alone cannot get us where we need to go without keeping the vision, intent, and end goal in mind.
CONSUMERS WANT PROOF THAT ARTIFICIAL INTELLIGENCE MAKES A DIFFERENCE
Artificial intelligence is no different. For most businesses, there’s a pretty big difference between (A) saying you’re embracing AI as an organization and (B) actually implementing AI in meaningful ways. Unfortunately, this creates confusion not only among organizations trying to put AI to practical use, but also among customers who want to achieve their own goals as seamlessly as possible. We’ve all told our customers that we’re using AI to make their lives better, but what should they think when that’s not true in their day-to-day experience with brands?
This is not just an academic study. Consumers are really starting to question why AI isn’t starting to improve their interactions with brands, according to data from LivePerson’s new State of Customer Conversations 2024 report. One of the biggest findings in the report is that while 91% of business leaders are positive about using AI to engage with customers, only 50% of the general consumer population agrees. Last year, 62% of consumers expressed positive sentiment, indicating that AI advertising is on the decline. Unless businesses start proving to their customers that AI-powered experiences are truly more efficient and effective in delivering the results they are looking for, we can expect trust in AI to continue to decline.
Artificial Intelligence Gap
This gap between business leaders and consumers, or what I call the “AI gap,” is emerging at the same time that businesses are investing more than ever in AI. In fact, we’ve reached an inflection point, with just over half of business leaders saying they are prioritizing automated messaging and messaging with customers over voice, email and ticket channels, according to our report. To be clear, I think this is the right thing to do. But the end goal can’t just be about leveraging a new technology; it should be about using technology to serve the end goal; When it comes to customer engagement, it should always be about creating better conversations.
While the State of Customer Conversations report rings a lot of alarm bells, there is good news, too. Among the highlights: Two in three consumers think the way they work with businesses will improve in the next five years thanks to AI. If your vision for AI is not just to leverage technology for technology’s sake, but to exceed customer expectations with conversations that enable customers to get what they want, you’ll be well positioned for years to come. And the more you show your customers that these conversations can be safe, helpful, and empowering, the faster they’ll get involved.
So, with 2024 ahead of us and all its possibilities, it is time for a rallying cry that transcends today’s technology and returns our focus to the real problems we are trying to solve. It’s time to make a New Year’s resolution that aligns with the true end goal of customer engagement. This isn’t about AI, it’s about conversation.