Generative Artificial Intelligence is revolutionizing communication in the B2B universe, bringing more efficiency and scalability to businesses. However, a crucial challenge arises in this scenario: how to balance automation and authenticity to ensure humanized and genuine interactions? A study found that anthropomorphic chatbots reduced customer satisfaction, company evaluation, and purchase intentions when customers were already experiencing some form of irritation.
For Fernanda Nascimento, CEO of Stratlab and B2B marketing and sales expert, this reaction may have occurred, in part, because consumers expected more from a human-like chatbot and were disappointed when it didn’t meet expectations. ‘The secret to success in using generative AI lies in preventing the technology from becoming an obstacle to real connection. People are tired of automated and generic interactions. At the end of the day, what really makes a difference is the authenticity of communication. If AI is used only to produce volume without a real purpose, it can push customers away rather than bring them closer,’ she highlights.
On the other hand, when used well, generative AI expands the reach of the message without compromising human essence, helping to structure conversations, organize data, and suggest content, but the delivery needs to have an authentic touch. ‘However, we observe that most companies still miss this opportunity. Across different departments, disparate systems store customer information, offering fragmented data that often does little to help understand the customer’s complete journey. The result? Conversations without personalization, understanding, and empathy, which harm the relationship and, consequently, the leverage of new business,’ comments Fernanda.
Fernanda also states that many companies believe personalization means only calling the customer by name. However, true personalization goes beyond: it involves understanding the customer’s moment and challenges to offer relevant interactions. Pretending closeness, giving generic responses, or overdoing automation are pitfalls that can compromise the user experience. To prevent automation from making interactions cold and impersonal, Fernanda emphasizes that it’s essential to adopt some best practices:
- Talk like real people: automated language needs to be natural and close to human communication;
- Real personalization: more than mentioning the customer’s name, it’s essential to understand their context, needs, and entire journey. By identifying behavior patterns and interpreting data in depth, it’s possible to generate valuable insights—including anticipating demands and avoiding unpleasant surprises in the future;
- Leave room for human interaction: bots can start conversations, but it’s crucial to have a smooth transition to a human agent when necessary;
- Ensure authenticity: if AI cannot respond truthfully and aligned with the brand’s tone, it’s better for the interaction to be handled by a person.
According to the expert, in the last decade, automation solutions, data analysis, and machine learning have helped B2B companies become more efficient. Now, with generative AI automating most procedural or routine tasks, it’s the right time for companies to focus on building trust-based relationships with customers. ‘Even with technological evolution, the role of human professionals remains essential. The future isn’t about AI versus humans, but about how humans can use AI to be even more authentic, relevant, and connected with their audience. In the end, no one wants to talk to a soulless robot. Focusing on this point can allow companies to create distinct value propositions and stand out in increasingly competitive markets,’ she concludes.
