Artificial Intelligence and Its Impacts on CX

After recent advancements, it is clear that artificial intelligence will have a major impact on our lives and businesses, just as it was with the arrival of the internet, personal computers, and smartphones. In recent months, this has become the “talk of the town.” Technology companies worldwide continue to present their innovations aimed at the AI market.

Today, there is a great deal of discussion about the use of AI tools in the CX sector. We are witnessing the boom of ChatGPT and other similar AI Generative-based conversational tools. They have the potential to converse in multiple languages, in real-time, 24 hours a day, 7 days a week. Looking at our market, this means that you can offer customer support anywhere in the world, at any time, “without the need to hire an additional support team.” But is this really the case?

We are talking here about artificial intelligence designed to make chat easier and more realistic. But it is important to keep in mind that it is far from being equal to a human and still has some limitations, such as creating incorrect content that could be used to spread misinformation or deceive the public. Additionally, ChatGPT is pre-trained with text data that only contains information up to 2021. A time-limited knowledge base means it cannot provide real-time information (including events after 2021).

Therefore, it is important to carefully study its application before putting it into conversation with your customers. ChatGPT is proving to be a powerful tool for simplifying low-complexity professional workflows, but niche or complex questions that may require consideration of many factors are still outside the scope of ChatGPT.

The advent of Generative AI seems to be the harbinger of a new wave of powerful, highly personalized, and highly adaptable chatbots. Still, it is quite naive to imagine that this type of technology will replace 100% of human intelligence. In fact, we are witnessing the emergence of a new way in which the world connects, people relate, and society functions. But all of this will only be possible with the action of professionals capable of teaching and supervising the work of these robots.

Additionally, ChatGPT does not rely on a defined knowledge base of verified facts; it predicts what it should say based on its training set and creates seemingly random responses. This means that interactions that require deep interpretations of feelings, even sarcasm, must be performed by human agents who may eventually have the support of AI in the search for the best response options.

Although the arrival of ChatGPT is an exciting step in the continuous automation of digital customer service, this technology is still far from ready for direct customer interactions without the work of many highly trained professionals who can guide and supervise this AI.

And this often puts into question the financial viability of its implementation in call centers, for example.

Moreover, only specialized and trained professionals are capable of acting in a consultative manner, mapping the customer journey, and identifying gaps and opportunities. Therefore, in addition to investing in technology, companies need to be attentive to the potential of their employees, invest in training and identify talents who can program and interpret provided data.

Increasingly, knowing how to take strategic actions based on what technology offers us is what will leverage company results and strengthen how they relate to the customer. The robot needs to be taught in a coherent, not random, way, so the action of a specialist team capable of providing the best insights is fundamental. AI will always be an ally, not a substitute.