How Come Customers Don't Trust AI Even if It Is Outperforming Them?
Wed, April 21, 2021

How Come Customers Don't Trust AI Even if It Is Outperforming Them?

AI can perform human tasks 24/7 / Photo Credit: sdecoret (via Shutterstock)

 

AI is capable of suggesting cancer treatments that doctors miss, obtain higher investment returns than human stockbrokers, and perform various rote human tasks around the clock without being exhausted, said Abinash Tripathy of business news platform Forbes. AI has transformed personal technology but why are we still wary of it? AI has limitations. During its first big boom, many organizations pushed the technology to the limit in consumer-facing products from fault-prone early facial recognition technology to rogue chatbots. Let’s also not forget the instances when AI made erroneous medical diagnoses. While AI has improved over the past several decades, companies still can’t help but commit the same mistake of “promulgating its prowess without the technology to back it up.”

This cycle of hype and letdown stems from our misunderstanding of what AI really is. Many people conflate with automation, thereby having the assumption that any technology that can perform human tasks must be AI-based. In truth, many systems that automate tasks utilize straightforward programming based on "if-this-then-that" logic. To illustrate, a chatbot that provides you with several options and responds with information based on your choice is automation, not AI. AI is a system trained to analyze large data sets and deliver outcomes or decisions based on those analyses. Using the chatbot example, if it analyzes the content of your message and provides contextual responses, that’s AI. When it’s used to the best of their abilities, this technology can optimize customer experiences and improve efficiency in numerous tasks and industries.

To gain the trust of consumers, businesses must keep it simple and avoid pushing the limits of AI, which negatively impacts the customer experience. Moreover, it doesn’t need to be flashy. In fact, the most ubiquitous form of AI operates behind-the-scenes. Lastly, it’s important for brands to only offer automation /AI-heavy customer-facing interfaces with an alternative route for customers to contact a real human being if they don’t like taking the automated route. If the automation is good, most customers will want to use it. But with an alternative, the minority will still have a positive experience with the brand or business. It’s a win-win situation.