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 foundAnthropomorphic chatbots reduced customer satisfaction, company evaluation, and purchase intentions when customers were already experiencing some level of irritation.
For Fernanda Nascimento, CEO of Stratlab and expert in B2B marketing and sales, this reaction may have occurred, in part, because consumers expected more from a chatbot resembling a human and were disappointed when it did not meet expectations. "The secret to success in using generative AI lies in preventing the technology from becoming an obstacle to genuine connection. People are tired of automated and generic interactions. At the end of the day, what truly makes a difference is the authenticity of communication. If AI is used solely to produce volume without a real purpose, it can drive customers away rather than bring them closer," he emphasizes.
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 must have an authentic touch. "However, we observe that most companies still miss this opportunity. In different departments, distinct systems store customer information, offering fragmented data that often little helps to understand the complete customer 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 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. Pretending proximity, giving generic responses, or over-automating 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 best practices:
- Speak like real peopleAutomated language needs to be natural and close to human communication;
- Real customizationMore than mentioning the client's name, it is essential to understand their context, needs, and entire journey. By identifying behavioral patterns and interpreting data in depth, it is possible to generate valuable insights—including anticipating demands and avoiding unpleasant surprises in the future;
- Leave space for human interactionBots can initiate conversations, but it is essential to have a smooth transition to a human agent when necessary;
- Ensure authenticityIf AI cannot respond truthfully and in line with the brand's tone, it is better for the interaction to be handled by a person.
According to the specialist, 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 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 talk to a soulless robot. Focusing on this point can enable companies to create distinct value propositions and stand out in increasingly competitive markets," he concludes.
