In recent years, Artificial Intelligence (AI) has emerged as a solution to all challenges in digital communication. However, in practice, the scenario is complex. Many companies believe that simply implementing AI will completely transform the customer experience. It’s time to demystify this view. AI is a powerful tool, but it is not and should not be the only answer to improving consumer relationships.
Today, much of the customer service processes, especially on channels like WhatsApp, are objective and operate based on action and condition flows. In other words, the customer provides data, such as their CPF, and the system responds automatically based on this input. If there is an error in the input, there’s no need for AI to correct the conversation flow, as a simple revalidation flow can resolve it. The bot can request the data again and, once corrected, proceed with the service normally. This is basic automation but extremely effective. It doesn’t require cutting-edge technology—just a well-thought-out interaction architecture.
On the other hand, there are situations where AI makes all the difference. For example, negotiating debts via chatbot. AI can interpret language nuances, suggest approaches, and propose personalized agreements based on the customer’s history. It adds value in subjective situations where there are no ready or binary answers. However, a consistent and well-structured database is essential to ensure effectiveness.
Given the potential of artificial intelligence, some myths persist and hinder its strategic adoption. Here are three of them that lead to misunderstandings and how to overcome them to make the most of AI.
- AI solves everything on its own
This is the most common myth. The idea that simply implementing AI will revolutionize customer service is misleading. Without clear processes, structured flows, and defined objectives, no technology will be sufficient. AI should complement the service strategy, not replace it. It will only be effective when integrated into specific and well-defined scenarios.
- Every business needs AI
Not all companies need to invest in artificial intelligence to provide good customer service. Simple operations, such as scheduling, confirmations, or basic guidance, can work perfectly with traditional bots and well-designed automations. The key is to deeply understand your customer, the existing demand, and the channels they use. In many cases, simpler solutions prove to be effective and economical alternatives.
- AI is always cheaper or more efficient
Implementing AI requires significant investment, especially in complex operations with system integrations. Beyond platform and channel costs, there are additional charges specific to AI use. Moreover, efficiency is only guaranteed when the tool is fed with accurate, up-to-date, and structured data. Without a consistent information base, AI will be limited and ineffective. Personalization, its key differentiator, depends directly on the quality of the data provided.
Undoubtedly, AI is excellent for handling complex situations, interpreting ambiguities, and understanding linguistic variations. However, its success depends directly on prior preparation, data curation, and a detailed understanding of the customer journey.
Unfortunately, many companies skip crucial steps, adopting advanced technologies before organizing their own knowledge and information bases. And as already mentioned, AI without a good database is like an untrained service agent: it creates confusion, dissatisfaction, and damages the company’s reputation.
The discussion about AI in customer service isn’t about being for or against the technology, but understanding how and in what situations to use the tool. It’s about recognizing that digital efficiency doesn’t depend solely on what’s newest, but on what’s appropriate. Thus, the best path isn’t always the most sophisticated one. Sometimes, it lies in what is most structured.
In the face of emerging technologies, it’s important to understand the complexities behind each company’s strategic decision to chart the best path and achieve the desired results.
*Francisco Duque Dabus is COO of Robbu, a global technology company specializing in omnichannel communication that transforms how businesses connect with their customers. – Email: robbu@nbpress.com.br
