The AI paradox in B2B: how to customize without looking artificial

Generative Artificial Intelligence is revolutionizing communication in the B2B universe, bringing more efficiency and scalability to companies. However, a crucial challenge arises in this scenario: how to balance automation and authenticity to ensure humanized and genuine interactions? One study found anthropomorphic chatbots reduced customer satisfaction, company valuation, and purchase intentions when customers were already experiencing some kind of irritation.

For Fernanda Nascimento Stratlab CEO and B2B marketing and sales expert, this reaction may have occurred, in part, because consumers expected more than a human-like chatbot and were disappointed when it did not live up to the expectation. “The secret to success in using generative AI is in preventing 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 only used to produce volume without a real purpose, it can drive customers away rather than bring them closer together, he points out.

On the other hand, when used well, generative AI extends the reach of the message without compromising the human essence, helping to structure conversations, organize data and suggest content, but delivery needs to have an authentic touch. “However, we observed that most companies still miss this opportunity. In different departments, different systems store customer information, offering fragmented data, which often does little help understand the complete customer journey.The result? Conversations without customization, understanding and empathy, which undermine the relationship and, consequently, the leverage of new businesses”, comments Fernanda.

Fernanda also states that many companies believe that personalizing means just calling the customer by name. However, true personalization goes beyond: it involves understanding the moment and the challenges of the customer to offer relevant interactions. Faking proximity, giving generic answers or exaggerating in automation are traps that can compromise the user experience. To avoid automation makes interactions cold and impersonal, Fernanda points out that it is essential to adopt some good practices:

• Talking like real people: automated language needs to be natural and close to human communication;
• Real customization: more than mentioning the name of the customer, it is essential to understand their context, their needs and their entire journey. When identifying behavior patterns and interpreting data in depth, it is possible to generate valuable insights (EVEN to anticipate demands and avoid unpleasant surprises in the future;
• Leave room for human interaction: bots can start conversations, but it is critical that there is a fluid transition for a human attendant when needed;
• Guarantee authenticity: if AI cannot respond truthfully and in line with the brand tone, it is best that the interaction be done by one person.

According to the expert, in the last decade, automation, data analysis and machine learning solutions have helped B2B companies become more efficient. Now, with generative AI automating most procedural or routine tasks, it is 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 is not 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 speak to a soulless robot. Focus on this point can allow companies to create more value and create more competitive markets.