Want to build trust with AI? Make customers feel in control
Artificial intelligence is great for businesses, but customers don’t care about that. Daniel van Vorsselen – CX Lead at TRA, explains why brand marketers need to consider how they express the benefits of AI.
Brand marketers love to talk about AI. It’s faster, smarter, cheaper, and its integration into business operations increases by the day. But for marketers there’s a hard truth that needs to be considered: while brands are busy celebrating innovation and efficiencies, customers are still waiting to see what’s in it for them.
New research from TRA reveals a concerning disconnect. In a survey of more than 2,000 people across Australia and New Zealand, consumers were far more likely to say AI helps companies make progress, not people. Worse still, across almost every AI-related question, uncertainty was the common denominator. Not rejection, but an overriding sense of “who is this really for?”
That’s a brand problem. And one marketers cannot afford to ignore.
