Balancing the artificial and the authentic

Customers are feeling the cognitive dissonance between being excited about GenAI but concerned about it at the same time. They are selective with the types of interactions they trust it to handle. We see this in the ways customers are engaging in with GenAI. In general, people are using it to craft communications, create meal plans, generate workout routines, or help with vacation itineraries. These are low-stakes interactions requiring very little private data or trust. How do customers feel about interacting with GenAI in more complex, nuanced, and higher-stakes interactions? The voice of customer is clear – privacy and security are vital to earning trust.

A 2023 study by the International Association of Privacy Professionals revealed several important customer insights:

• 57% of customers feel the use of AI poses a significant threat to their privacy.
• While most customers believe AI will have a positive impact, 53% still believe it will make it harder for them to keep their personal information private.
• A PEW research study found that 81% of customers feel the information collected by AI will be used in ways they are uncomfortable with.
• 69% of customers do not trust companies to use AI responsibly.

While businesses are seeking to implement GenAI wherever they feel it can improve efficiency, customer-centric firms recognize customer concerns and take a proactive approach to cultivating customer trust. For example, being radically transparent with customers and giving them options regarding their preferences, data sharing, and how their data is used will enable personalization and help create a more reassuring experience. Additionally, maintaining skilled human channels in interaction delivery will ensure consistent and high-quality experiences.

We also find that there are some moments that customers simply want authentic human connection. While GenAI is capable now of delivering empathetic sounding communication, it is not as meaningful without the human element. Artificial empathy may be fine for some journeys, but in others it will miss the mark. In the insurance world, we are often talking with customers going through an emotionally challenging moment. The loss of a home or transportation. Uncertainty and instability. Loss of a loved one. In these moments, people are seeking real human connections. Seek to align your delivery of empathy with your customer’s goals and needs for the journey they are on.