Customers want to see more transparency when tech companies flog their products based on AI.
The 2024 Smart Communications “State of Customer Conversations” report reveals consumer opinions on Generative AI (GenAI) and the importance of personalised, clear communications for customer experience, trust, and loyalty.
It found that most consumers want human oversight and clear indications of when GenAI is used. Over three-quarters (77 per cent) want companies to state when GenAI is used, and four in five (81 per cent) believe a human should check GenAI content. Consumers have ethical and security concerns about GenAI, with two-thirds expressing worries. Less than half (47 per cent) think GenAI can improve communications.
Smart Communications CEO Leigh Segall said GenAI was efficient but stressed the need for proper use.
The research surveyed thousands of consumers in various regions, including the UK, US, and APAC, showing the importance of delivering excellent customer communications.
The report found that poor communications and complex processes increase the risk of losing customers. Younger generations are more likely to switch companies over poor communications.
Good communication can drive business, with Gen Z and Millennials more likely to recommend companies. Over three-quarters (77 per cent) of consumers would recommend a company if its communications exceeded expectations.
Consumers value straightforward, accurate, and timely communications. Older consumers prioritise clarity, while younger ones value personalisation and preferred channels.
