While consumers prefer engaging with organizations through a mix of AI and humans, they would like AI to have more human-like qualities. These are the findings of a new research from Capgemini’s Digital Transformation Institute. The reports reveals that artificial intelligence (AI) is no longer alien to consumers, with close to three-quarters (73%) indicating they have interacted via AI, and 69% of those who have used AI being satisfied with those interactions. The report, “The Secret to Winning Customers’ Hearts with Artificial Intelligence: Add Human Intelligence” reveals that 55% of consumers prefer interactions enabled by a mix of AI and humans, and 64% want AI to be more human-like.
These human-like qualities can generate significant goodwill and drive a greater propensity to spend for nearly half (48%) of consumers. The report, which surveyed 10,000 consumers and over 500 companies across 10 countries, found that 63% of AI-aware consumers like AI because of its 24/7 availability and how it provides greater control over their interactions. Consumers are also opening up to the possibility of digital alter egos – 48% say the opportunity to be able to delegate tasks to an electronic personal assistant is exciting, with another 46% believing it will enhance their quality of life.
Consumers want human-like, not human-looking AI
Consumers’ growing comfort in using AI is also increasing their reassurance in AI having human-like attributes. More than three in five consumers (62%) are comfortable with human-like intellect. Nearly half (49%) say they would have a higher affiliation to a company if their interactions enabled by AI were more human-like. Surprisingly, this preference transcends the generations. Across all age groups between 18 and 55+ years, consumers prefer interactions to be enabled by a mixture of human and AI. However, customers want their AI to be heard, and experienced, but not seen. While they are keen for AI to have a human-like voice (62%) and the ability to understand human emotions (57%), physical features are deemed ‘creepy’. Over half (52%) of customers are not comfortable when AI is set up to look like a person. The report also finds that two-thirds of consumers (66%) would like to be made aware when companies are enabling interactions via AI.
(Image Courtesy: www.pixabay.com)