3 Myths About AI in Digital Customer Service Your Company Needs to Overcome

In recent years, Artificial Intelligence (AI) has gained prominence as a solution to all digital communication challenges. However, in practice, the scenario is complex. Many companies believe that merely implementing AI will completely transform the customer experience. It is time to demystify this view. AI is a powerful tool, but it is not and should not be the only answer for improving consumer relationships.  

Today, a large portion of customer service processes, especially on channels like WhatsApp, are objective and operate based on action and condition flows. That is, the customer provides a piece of information, such as a CPF (Tax ID), and the system responds automatically based on this input. If there is an error in the entry, there is no need for an AI to correct the course of the conversation, 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 does not require cutting-edge technology, only a well-thought-out interaction architecture.  

On the other hand, there are situations where AI makes all the difference. For example, debt negotiation via a 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-made or binary answers. However, it is essential to have a consistent and well-structured database to ensure effectiveness.  

Given the potential of artificial intelligence, some myths persist and hinder its strategic adoption. Let's address three of them that lead to misconceptions and show how to overcome them to make the most of AI.  

1. AI solves everything by itself

This is the most common myth. The idea that simply implementing an 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.  

2. Every business needs AI

Not all companies need to invest in artificial intelligence to provide good service. Simple operations, such as scheduling, confirmations, or basic guidance, can work perfectly with traditional bots and well-designed automations. The important thing is to deeply understand your customer, the existing demand, and the channels they use. In many cases, simpler solutions present themselves as effective and economical alternatives.  

3. AI is always cheaper or more efficient

Implementing AI requires significant investment, especially in complex operations with system integration. Beyond the costs of the platform and channels, there are additional charges specific to the use of AI. Furthermore, efficiency is only guaranteed when the tool is fed by accurate, updated, and structured data. Without a consistent information base, AI will be limited and ineffective. Personalization, which is its key differentiator, depends directly on the quality of the data provided.  

Undoubtedly, AI is excellent for handling complex situations, interpreting ambiguities, and understanding language 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 stated, AI without a good database is like an untrained attendant: it generates confusion, dissatisfaction, and damages the company's reputation.  

The discussion about AI in customer service is not about being for or against the technology, but understanding how and in which situation to use the tool. It is understanding that digital efficiency does not depend only on what is newest, but on what is adequate. Thus, the best path is not always the most sophisticated one. Sometimes, it lies in what is most structured.  

In the face of emerging technologies, it is important to understand the complexities involved in each of the company's strategic decisions in order to chart the best path and achieve the expected results.  

*Francisco Duque Dabus is COO of Robbu, a global technology company specialized in omnichannel communication that transforms the way businesses connect with their customers. – Email: robbu@nbpress.com.br