In a constantly evolving world, companies are constantly looking for ways to improve their operational efficiency, optimize their business processes, and provide superior services to their customers.
Artificial intelligence, in all its forms, has become a key player in the digital and operational transformation of businesses.
Did you know?
From March 26th to 28th, 2024, the All4Customer trade show took place, bringing together a multitude of companies, all experts in customer experience, e-commerce, marketing, and data.
As customer relations and innovation professionals, and operating in a constantly evolving economic landscape, we and our peers face a significant shared challenge: remaining relevant in a world where new technologies often set the pace.
For the past 18 months, AI has (re)become the essential element that many service providers have integrated into their offerings to attract new customers, who are becoming increasingly demanding.
Callbots, chatbots, virtual assistants… it appears in all its forms and adapts to a wide range of use cases.
What if we tried to understand why this technology has arrived so quickly and in such a short time, and to so many players?
One of the main reasons companies are turning to AI is the need to keep up with new technology trends. It’s true that in a market where innovation is the key to success, being at the forefront of technology has become imperative.
These companies demonstrate to customers and partners that they are on the lookout for new practices, but above all, that they are ready to invest in cutting-edge solutions to meet their needs. With ChatGPT having democratized access to generative AI, and thanks to the open-source strategies of many stakeholders, it’s only natural that traditional publishers have jumped at the chance!
But it’s not just a question of trends. Companies are increasingly recognizing the apparent benefits that AI can bring to their businesses. The promise of significant cost savings and consequently improved profitability is a compelling argument for companies looking to attract new prospects.
AI offers companies the opportunity to offer more personalized services, better adapted to the specific needs of each business. For e-commerce retailers, for example, this technology can automatically provide information to a customer about a past order or make a product comparison. Do you work in after-sales service? We can already tell you that you could gather customer feedback and handle recurring requests using AI, and improve your advice and advisors.
Despite the many advantages of these new technologies, many results and trials show that their use is not always profitable. According to McKinsey, “companies are heading for disaster,” since less than 10% of them have seen an impact on their EBIT of more than 20%.
And why these results? Simply due to misuse by companies, in the wrong tasks, and with poor targeting, often due to a trend effect.
We are therefore forced to note that adopting AI, simply because it is “fashionable”, is doomed to failure. The term “Proof of concept” takes on its full meaning here: understanding how these systems work, but also and above all targeting the right use cases! Let’s try to bring a more positive image of innovation: let’s focus on improving services and stopping low-value-added tasks. Dehumanization should not be part of our motivations; AI is above all an aid and not a replacement.
Yes, the adoption of AI in the development of business services has become a necessity to remain competitive in a rapidly evolving AI market. Companies that fully embrace the potential of AI are not only able to keep up with the latest trends in new technologies, but also to attract and retain an increasingly sophisticated customer base.
However, to maximize the benefits of these new technologies, it is essential that companies are sufficiently informed to be able to use them. Following trends is a no-no, but simplifying the daily lives of customers and employees is a yes!
Ultimately, those who successfully integrate AI into their businesses will be the leaders of tomorrow in an increasingly digital world (although the real leaders in this field remain us 😉).