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 found That anthropomorphic chatbots reduced customer satisfaction, company assessment and purchase intentions when customers were already experiencing some kind of irritation.
For Fernanda Nascimento CEO of Stratlab and B2B Marketing and Sales Specialist, this reaction may have occurred, in parts, because consumers expected more than a human-like chatbot and were disappointed when it did not match expectations. “The secret to success in using generative AI is to prevent technology from becoming an obstacle to the 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. To produce volume without a real purpose, it can drive customers away instead of bringing them closer”, he highlights.
On the other hand, when used properly, generative AI expands 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 observe that most companies still miss this opportunity. In different departments, different systems store customer information, offering fragmented data, which often help to understand the complete journey of the customer. And, consequently, the leverage of new businesses”, comments Fernanda.
Fernanda also states that many companies believe that customizing just means calling the customer by name. However, true personalization goes further: it involves understanding the moment and challenges of the customer to offer relevant interactions. Pretending proximity, giving generic answers or exaggerating 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 people: Automated language needs to be natural and close to human communication;
- Actual customization: More than mentioning the customer’s name, it is essential to understand their context, their needs and their entire journey. By identifying patterns of behavior and interpreting data in depth, it is possible to generate valuable insights — including 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 necessary;
- Ensure authenticity: If the AI cannot respond in a true way and in line with the tone of the brand, it is best if the interaction is done by a 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’s the right time for companies to focus on building relationships based on customer trust. “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 robot without a soul. Ponto can allow companies to create different value propositions and stand out in increasingly competitive markets”, he concludes.
