The growing adoption of generative AI tools across industries represents a significant shift in business operations and innovation. This technology, which can create content, analyze data and optimize processes, is becoming invaluable for improving productivity and creativity.
From automating customer support to generating marketing content, AI offers unprecedented efficiency and personalization. As organizations look to stay competitive, the integration of AI-powered solutions is quickly evolving from a game-changing novelty to a business necessity, reshaping the way products are developed, decisions are made, and customer experiences are created.
However, new data from a recent Smart Communications study shows that simply implementing generative AI is not enough. There is a clear trend towards growing skepticism towards the use of AI, especially when applied to communications. Good communication is critical in industries such as healthcare, finance and insurance, where poorly communicated messages or errors in relaying information can have a life-changing impact. Companies can prioritize transparency by clarifying when they use AI and ensuring human oversight throughout the communication process.
CTO of smart communications.
Clear, accurate and current: what do customers want?
Globally, 2,000 customers around the world were surveyed about their views on customer communications from financial services, insurance and healthcare companies. The responses show that four in five (81%) want companies to incorporate human supervision and more than three-quarters (77%) think it is important for companies to explicitly announce when generative AI is used in their communications.
This skepticism mainly stems from ethical (63%) and safety concerns (66%) about using generative AI in customer communications. And less than half (47%) agree that generative AI actually has the potential to improve the communications they receive from businesses. This tells us that many customers don’t see generative AI as worth the risk when it comes to their communications.
The survey also asked customers what they value most when it comes to communication: a majority (71%) said communication should be clear and easy to understand, while more than half (55%) value accuracy and more than one a third (38%) rated timeliness. This isn’t all that surprising, but certainly reaffirms that the need for clear, accurate communication is now more prevalent than ever in today’s digital world, and that businesses must embrace digital tools to avoid human error and ensure customers be satisfied.
Older consumers, comprising 88% of the Silent Generation and 79% of Baby Boomers, prioritized “clear and easy to understand” communications in significantly greater numbers than their younger counterparts, with 65% of Gen Z and 63% of Millennials appreciated this aspect. For younger customers, personalization and delivery through a preferred channel were significantly more important than for their older counterparts. More than a quarter of Generation Z (28%) cited personalization as the most important factor, compared to 23% of all respondents. It is clear that different generations have different values when it comes to their communication. If companies want to communicate successfully across the board, especially in key industries like healthcare, they must meet all needs, for every demographic.
So, with growing concerns about its use, what is the value of generative AI in communications?
The use of generative AI in customer communications
The reality is that despite customer concerns about generative AI in customer communications, when used correctly it can provide significant value, improving operational efficiency and effectiveness. This is why the latest CCM tools and technologies can help companies use generative AI in a responsible and impactful way to increase customer engagement.
Generative AI shapes communications by automating content creation, improving personalization, and streamlining workflows. It allows companies to quickly generate high-quality text, images and audio, making it easier to create tailor-made messages for diverse audiences. By reducing the time and effort required to produce content, generative AI gives organizations the time to focus on strategy and innovation. The ability to learn and adapt ensures that communication is not only efficient, but also relevant and engaging.
What can companies do to reassure customers?
It’s clear that generative AI can improve communication and build relationships. However, companies should strive to implement these carefully and thoughtfully, especially as concerns about the new technology grow. There is a clear need to be open, honest and respectful towards these attitudes. This is where transparency is key and will help increase customer trust.
In addition, companies must ensure human supervision throughout the communication process, and never abandon technology to communicate independently. This helps prevent bias, unintended consequences, and the spread of inaccurate or inappropriate content. Additionally, human input can refine AI output, making it more relevant and culturally sensitive, improving overall communication quality. This is especially critical for regulatory compliant communications that should not be compromised by AI hallucinations. Such hallucinations pose a serious risk to both customers and companies and can have significant consequences.
Generative AI can be a fantastic tool for companies to implement and improve their customer communications. It helps personalize, streamline, accelerate and strengthen relationships. However, customer concerns must be taken into account, and with growing skepticism, companies must prioritize transparency by clearly indicating when AI is used and ensuring human oversight is maintained throughout the communication process.
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