AI Strategy for Sales and Marketing by King Katie;

Author:King, Katie;
Language: eng
Format: epub
Publisher: Kogan Page, Limited
Published: 2021-12-15T00:00:00+00:00

Last but not least, people

Much of the anxiety around AI has its root in fears of human displacement. But we’re a long way from being ready to dispense with people in the professional industries. Conversation agents are learning but if, say, a customer mentioned that they were getting health insurance because their father had just died, you would hope that the programme would recognize a deviance from the subject and put the grieving purchaser through to a human who could respond appropriately. Similarly, if a customer has, say, English as a second language and is struggling to make themself understood to an un-nuanced robot, a real person needs to be on hand to take over sensitively. Sometimes we all just need to hear a friendly voice.

Although they can reason using the information they have been given, AI-driven programs cannot think for themselves (yet). Every business needs people who can think, emote, empathize and negotiate, especially insurance agents dealing with unique, highly complex propositions and claims or contested or emotional issues.

And there are, of course, risks associated with automation that need to be monitored by sentient beings, such as prejudices thrown up by logic-based algorithms.

Research has found the most effective and user-friendly customer services are made up of a seamless blend of virtual and real assistants. In some cases, humans assist the virtual agents, in others, AI supports the humans.

What the sector needs to be doing right now is identifying the new skills that will be needed to let valued staff work in productive harmony with technology; to aggressively recruit a new generation of data engineers and scientists, experts in cloud computing and specialists in software design and writing. But equally it is vital that they don’t throw the baby out with the bathwater. Every business entity has at its core a beating heart of loyal employees who know and love the business, without whom generations of knowledge and insight would be lost. Those whose roles are made obsolete by technology can and must be offered the opportunity to be retrained in appropriate new skills to ensure continuity and humanity thrive. We explore this much further in Chapter 7.

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