The Future of Customer-Centric Artificial Intelligence
Did you know that 86% of businesses will make Artificial Intelligence (AI) a ‘mainstream technology’ in 2021?
In our recent roundtable, The Future of Customer-Centric AI, our MD, Kathryn Strachan, sat down with AI experts Alessandro Vinciarelli, Professor at The University of Glasgow, Michael Ward, Third Foundation, and Katy Guthrie from ScotlandIS.
The panel discussed how to dispel myths around AI technology and build trust with customers through a customer-centric approach. Our experts also showcased examples of people-focused, context-aware AI solutions.
In case you missed the event, we’ve gathered the key insights and points of discussion from the event.
Artificial Intelligence Requires a Human Touch
Artificial Intelligence is not about replacing human interaction, but to create technology that enhances human capabilities by taking care of the mundane aspects.
Michael Ward explained that Third Foundation has a three-stage process when delivering AI transformation: AI Ready, AI Operational, and AI Active. Each stage focuses on proving to customers that receiving the right information at the right time allows them to make smarter choices. He explains that humans still make the decisions regarding how to use AI technology.
Customer Focus Disproves Misconceptions
Most deep tech companies face the challenge of misconceptions about their technology. People may believe that Blockchain is only for cryptocurrency, or that artificial intelligence will replace humans someday.
The panel agreed that to tackle the fear around AI, deep tech companies need to have an ongoing dialogue to uplift public understanding of how it works and how it can benefit them.
“I’ve heard people say I don’t really buy into AI, and then they speak to their voice assistant to turn down the volume in the background. So people use it all the time.” –– Michael Ward, Third Foundation.
Prof. Alessandro Vinciarelli echoed the idea that most of us use AI every day, many of us without realising it. Each time we open our mobile phones with a facial recognition tool or ask Siri where the nearest restaurant is, we use artificial intelligence.
Therefore, technology companies can make a genuine difference by involving customers at every stage of the AI development process. That way AI providers can create a product that solves real challenges for their customers.
Content Marketing Bridges the AI Knowledge Gap
Good marketing is not about selling more products, but about building relationships with your audience. You need to understand who they are, including their struggles and worries or hesitations regarding AI technology.
Content marketing creates a dialogue that helps people understand the benefits of different AI use cases and how to implement your solution to get the most value. Kathryn Strachan argues that without content marketing, there’d be no conversation or dialogue, which would create a world of misunderstanding.
Although AI marketing currently needs improvement since most of these tech companies are in the earlier development stages. Therefore, AI providers haven’t had a chance to perfect their marketing skills to get their message across effectively. For that reason, the AI market still harbours many misunderstandings between brands and their audiences.
Education is Key to Successful AI Marketing
“To encourage AI adoption, we teach people about the benefits of AI, as well as what those benefits look like in real life and how their AI innovation solves their prospects’ pain points.” –– Kathryn Strachan, Copy House
One important thing is to help people to develop an understanding of how artificial intelligence works. At Copy House, most of our work involves re-educating clients’ audiences to move past the traditional perceptions about technology, and open their minds to new, better innovations.
Building on a similar argument, Katy Guthrie argued that having a diverse workforce that includes data management experts who understand AI technology data is critical to properly educate customers about AI. She also explained that AI education should start at a school level because AI will become an increasingly dominant part of everyday life. Encouraging students to learn data science and the inner workings of AI technology will open more doors for them in the job market.
The panel also discussed how the term ‘artificial intelligence’ is not about ‘putting a brain in a computer’, but about making humans smarter. Most of us are not good at processing large amounts of data quickly, and human error is a common cause for mistakes.
AI can rapidly process large amounts of data without mistakes, meaning we can gather and use those insights to make smarter decisions –– and to lead smarter lives.
Copy House Helps You Educate Your Audience About AI
Do you need help to market your AI solution effectively?
At Copy House, our mission is to explain and celebrate the value of AI and to create a world where deep tech is no longer scary or intimidating. We achieve this by helping AI brands to communicate this message to their audience in a way that they understand.
Contact us to find out more about how we can help your brand harness the power of engaging content.
Or book a free 30-minute consultation to receive tailored advice about how to get the most out of your marketing.