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 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 customer relationships..
Today, much of customer service processes, especially on channels like WhatsApp, are straightforward and operate based on action and condition flows. In other words, the customer provides a piece of information, such as their CPF (Brazilian Social Security Number), and the system responds automatically based on that input. If there’s an error in the information, there’s no need for AI to correct the conversation, as a simple revalidation flow can resolve the issue. The bot can request the information again and, once corrected, continue the service as normal. 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, debt negotiation via chatbot. AI can interpret nuances of language, 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, having 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. We’ll look at three common misconceptions and show you 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 is enough to revolutionize customer service is misleading. Without clear processes, structured workflows, and defined objectives, no technology will be enough. AI should complement the customer service strategy, not replace it. It will only be effective when integrated into specific, well-defined scenarios..
- Every business needs AI
Not all companies need to invest in artificial intelligence to provide excellent 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, their existing demand, and the channels they use. In many cases, simpler solutions present themselves as effective and cost-effective alternatives..
- AI is always cheaper or more efficient
Implementing AI requires significant investment, especially in complex operations with system integration. In addition to the platform and channel costs, there are additional charges specific to AI use. Furthermore, 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..
AI is undoubtedly excellent at 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 mentioned, AI without a good database is like an untrained customer service representative: it generates confusion, dissatisfaction, and damages the company’s reputation..
The discussion about AI in customer service isn’t about being for or against technology, but about understanding how and in what situations to use the tool. It’s about understanding that digital efficiency doesn’t just depend on what’s newest, but on what’s appropriate. Therefore, the best path isn’t always the most sophisticated. Sometimes, it’s the most structured..
In the face of emerging technologies, it is important to understand the complexities involved in each strategic decision of the company in order to chart the best path and achieve the expected results..
*Francisco Duque Dabus is COO of Robbu, a global technology company specializing in omnichannel communications that transforms the way businesses connect with their customers. – Email: robbu@nbpress.com.br