Role Of AI In Improving User Experience.
As firms find more applications for AI in cost saving and data gathering and processing we have started seeing AI being implemented across more and more previously human dominated areas e.g. Bank chatbots (more on that in my article on banks use of AI). One large area AI has found its way to is improving the customer experience.
One way of the most obvious ways AI is improving the customer experience is by its reliability. Like any automated service AI systems are at customers disposal at all times and, if made correctly, have a very low chance of breaking down.Not only does this cut costs of production by having to employ less workers, but also due to the low maintenance costs and the one time payment for AI systems.
Another way in which AI is improving user experience, is by reducing the need for human interaction.Unlike normal automation systems like the usual self checkout tills, AI systems are constantly adapting and improving , making them perfect for interacting with humans, such as chatbots.Gartner predicted in 2011 that in one year (2020), 85 percent of customer relationships will be managed without human interaction.Although chatbots may not be as efficient in answering questions as a human currently, they will only get better over the coming years.
Personalisation is another way in which AI will help consumer experience. AI has made it significantly easier to recommend users options from past data (e.g. Youtube and Netflix recommendation systems).By giving better recommendations to users firms, in the case of the entertainment/media industry, will be able to retain more users and increase watch times, and the users will have content better suited for them to watch.As AI systems improve and learn they will get better at recommending content to different user types improving the experience.
Another interesting advantage of using AI in consumer experience is the relatively new field of AI with personality. Due to humans sometimes being tired or moody days, customer service people may not always radiate the happy atmosphere firms want to be know for. AI that has been trained in “Emotional Intelligence”, will always maintain the positive vibe when interacting with consumers and leave them with a better view of the firm and its services as a whole.
In conclusion AI will redefine the customer experience, however any meaningful change will only be achieved if the data collected and used to train the systems is accurate however that itself can raise many ethical issues, for example Amazons recent scandal involving collecting Amazon Alexa's conversations with users. Although collection of data like this may seem uncomfortable at first, as long as institutions are set up to make sure no information is sold and its primary use it to improve AI systems, we could see a substantial increase in AI used to improve the user experience