One of the hottest topics in business these days is artificial intelligence. One can hardly pick up a business publication of any sort and not trip over an algorithm. AI is being used to do everything from writing articles to running chatbots to protecting against fraud. There is one problem with AI, though, and that’s our topic today.
You’ve probably encountered something that’s the product of AI. A fair number of game summaries one finds in the sports pages (physical or digital) are, in fact, written by machines. Same with many company summaries in the financial section. The main problem with these pieces is that they’re great at populating a template with all the facts and not so great at figuring out the “why.” You might also have used an online chat function to get some customer service support. More often then not, that’s AI at work as well. But that’s not the business problem I want to discuss.
The problem with most of the AI solutions I read about is that they’re all geared toward helping a business but they’re not focused at all on helping the customer. If you’ve ever wandered into an AI-driven customer support phone line you know what I mean. Get outside of what the algorithm can handle and your blood pressure is sure to soar. While the bot on the other end knows all about you if you’re able to identify yourself in the way the AI is designed (frequent shopper number, etc.), if you don’t know what phone number was used to create the account or you’re a frequent shopper without a frequent shopper ID (some folks don’t live being tracked, you know), it’s hard to get support. Humans are still better at solving many non-standard requests.
I get that sharing all your data – what you read, what you watch, where you go, what you eat, etc. – can help a company give you better recommendations. The problem is that many of the companies use that as a pretext to sell you products you might not really need. Can any of us really know how the data was used to create a recommendation? When a fitness app tells us we’re having sleep issues because our data says so and says we need to buy a new mattress, can we trust that or is it an affiliate deal that brings the fitness app a commission? Maybe we just ought not to have that nightcap instead if we want to sleep better?
I think the use of AI in some areas is fantastic. Fraud protection, for example. It’s easy for AI to spot something that’s out of place in your credit card use and send you an alert. That’s customer-centric. Using a bot to cut costs while providing a lesser experience isn’t and that’s my issue with much of the AI work that’s going on now. What’s your take?