Improved customer experience 'biggest advantage of AI'

Two-thirds of those surveyed by Morar Consulting for digital agency Squiz said the biggest AI opportunity for customer experience is use of the data it provides. As we explore in this article, AI can help companies to optimize customers experience by better understanding customers and their journeys, offering smart recommendations and providing service and support. A quarter think AI will reduce human error and 15 percent say it will allow them to deliver services more quickly. However, only 24 percent of the businesses surveyed said they are currently using AI, although 46 percent say they're preparing to use it within the next year. The Squiz report concludes, "This is too slow, using algorithms to generate personalized services and deliver effective cross-selling opportunities is increasingly key to all organizations." The main concerns businesses expressed about AI are'lack of human control/oversight' (36 percent) and'expense' (29 percent).