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? A study foundthat anthropomorphic chatbots reduced customer satisfaction, the company's assessment and purchase intentions when customers were already experiencing some kind of irritation
For Fernanda Nascimento CEO of Stratlab and specialist in B2B marketing and sales, this reaction may have occurred, in parts, because consumers expected more from a chatbot similar to a human and were disappointed when it did not meet expectations. The secret to success in using generative AI is to prevent 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 the communication. If AI is used only to produce volume without a real purpose, she can drive clients away instead of bringing them closer, highlights
On the other hand, when well used, Generative AI broadens the reach of the message without compromising the 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. In different departments, different systems store customer information, offering fragmented data, that often do little to help understand the customer's complete journey. The result? Conversations without personalization, understanding and empathy, that harm the relationship and, as a consequence, the leverage of new businesses, Fernanda comments
Fernanda also states that many companies believe that personalization simply means calling the customer by name. However, true personalization goes beyond: it involves understanding the customer's moment and challenges to offer relevant interactions. Feign proximity, giving generic answers or overdoing automation are traps that can compromise the user experience. To prevent automation from making interactions cold and impersonal, Fernanda emphasizes that it is essential to adopt some good practices
- Speak like real peopleautomated language needs to be natural and close to human communication
- Real customizationmore than just mentioning the client's name, it is essential to understand its context, your needs and your entire journey. By identifying behavior patterns and interpreting data in depth, it is possible to generate valuable insights — inclusive to anticipate demands and avoid unpleasant surprises in the future
- Leave space for human interactionbots can start conversations, but it is essential that there is a smooth transition to a human agent when necessary
- Ensure authenticityif AI cannot respond truthfully and aligned with the brand's tone, it is better for the interaction to be done by a person
According to the expert, in the last decade, automation solutions, data analysis and machine learning 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 your audience. In the end, no one wants to talk to an soulless robot. Focusing on this point can allow companies to create distinct value propositions and stand out in increasingly competitive markets, concludes
