Is it human or AI behind the digital wall?
by Sahil Chopra
Digital domain has experienced a colossal penetration in the recent times and the acceptance amongst the masses is uncanny. It has experienced a hurricane of new possibilities, arenas, ardent rise in employment and many such escalations. Another benchmark in the field of digital is the onset of Artificial Intelligence which is paving its way swiftly and adding tremendous value to the digital realm.
The inception of advanced technology is gradually blurring the lines between human and AI. Many a times when we interact with a digital banner & ad, we are unaware whether it is a human or a chat-bot we are conversing with. Well, as a matter of fact, as a consumer it doesn?t matter as far as the appropriate solutions are being imparted. The parameters of efficiency and effectiveness should be fulfilled irrespective of whether it is human or AI behind the digital wall. Incorporating chatbots with websites of brands that experience heavy traffic could prove highly beneficial for the brand as the solutions imparted will be quick. However, chatbot integration could be effective for solving only Tier-1 problems as the queries are repetitive and common. T1 is the initial support level responsible for basic customer issues and usually have a standard solution allotted to each of them. In cases of tier-2 & tier-3 queries, human involvement will prove more effective as the problems are personalized and require human intervention. For example, if the customer wants to enquire about the basic information like asking for billing details from phone operators, or enquiring about timings and rates from hotels, a chat-bot would be the right fit. Human intervention becomes necessary when the customers wish to enquire the detail break-up of their billing amount or wish to enquire about more plans that can be customized etc. Though in some cases, even the detailed information can be imparted by the chat-bots through pre-fed information. However, in case of Tier 1 issues as well, human intervention could be required at times. Thus, depending upon the complexity of situations, the choice between a human or a chatbot should be identified by the organization.
There are however a few circumstances when the consumer wants to depend upon human intervention only. Such could be the case while interacting with the BFSI sector as the information shared is confidential and sharing it with an AI based chatbot could lead to a mishap. For similar sectors, the chatbots should pass through the Turing Test which confirms the ability of the machine to exhibit intelligent skills equivalent to that of a human. If the bots pass through the test, there is an assurance of safety, security in the minds of the consumer making its integration more adaptable and less risky.
In a recent case, an e-commerce giant made an exception by agreeing to take back a non-refundable product on account of unforeseen circumstances mentioned by the consumer. This truly showcased a remarkable magnitude of concern, which was of course carried out by human intelligence. Had it been handled by AI, well there wouldn?t have been much room for exceptions and a non-refundable product would?ve not been refunded under any circumstances. Thus, AI integration can only impart solutions whereas human intelligence can think, analyze and act according to the situation.
Even with our own website, icubeswire.com, the chat-box appearing every time you visit is wholly controlled by humans and we have our team of experts who read the problems of individuals and impart solutions. Enabling a chatbot could be an idea for the future but as of now we are banking upon our ace human intelligence.
To sum up, it doesn?t matter whether the person behind the digital wall is human or chatbot, if the queries are being answered accurately. It is upon the brand?s discretion to decide the usage & integration and in an ideal scenario an amalgamation of both would prove beneficial.
Sahil Chopra is the CEO and Founder of iCubesWire, a ROI-driven digital marketing agency based out of Delhi.?
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