Choose a country

United KingdomEnglish
South AfricaEnglish

People not programs, will drive the new AI revolution

9th July 2019

Author: David Pattman, Innovation Director, Webhelp

Artificial intelligence, combined with Automation, has an incredible ability to simplify and perform tasks like ordering, searching and reporting. But deployed in the wrong way, it has the potential to damage the customer experience. In this article : David Pattman, Innovation Director, Webhelp, looks at future of AI and the untapped potential for it augment human performance.

Across the Globe, Artificial Intelligence (AI) is becoming a seamless part of every significant system. Digital world leader Estonia is bringing AI systems into their courts, whilst in the US, organisations like the Air Force, Social Security and the Environmental Protection Agency are already using AI and machine learning algorithms to improve performance.

Lilli Cheng, corporate vice president of Microsoft AI & Research Artificial intelligence, agrees viewing AI as one of the hottest, least understood and most debated technological breakthroughs in modern times. Writing for Time magazine, she says:

“In many ways, the magic of AI is that it’s not something you can see or touch. You may not even realize you are using it today. When your Nest thermostat knows how to set the right temperature at home or when your phone automatically corrects your grammar or when a Tesla car navigates a road autonomously – that’s AI at work.”

Wherever we go today, AI is a constant and invisible companion
Photo Credit: Talles Alves/Unsplash

While the growth of AI has recently captured media attention, the technology has been steadily developing for over 60 years. American AI pioneer Arthur Samuel Arthur Lee Samuel coined the term “machine learning” way back in 1959!

We know that AI is practically unavoidable in modern living, but should we assume that consumers want their Brand interactions to be as simple and impersonal as asking Alexa to “play me a song?” or saying “Okay Google, where is my nearest takeaway?”

The research indicates otherwise. Our YouGov study of over 2000 people, the vast majority said they would choose to speak to a human over an AI-fuelled customer service advisor.

Despite this, I believe that the key to success will be found in collaboration – human advisors working alongside AI will drive innovation forward and dramatically improve our social and working lives. It will also allow businesses to enjoy increased productivity and efficiency without negatively impacting the customer experience.

Paul R. Daugherty, author and business technology futurist, is right on the money in this Harvard Business Review article:

“Smart machines are helping humans expand their abilities in three ways. They can amplify our cognitive strengths; interact with customers and employees to free us for higher-level tasks; and embody human skills to extend our physical capabilities”

Companies now recognise the degree to which AI and Automation can streamline operations, cut costs and increase productivity. But these technologies should not – for many types of customer requirements – be at the expense of the human touch.

A combined approach to human and AI customer experience could be a very successful one, as the Harvard Business Review explains:

While AI will radically alter how work gets done and who does it, the technology’s larger impact will be in complementing and augmenting human capabilities, not replacing them.”

However mankind will still be in the driving seat – as Jason Jackson, assistant professor in the MIT Department of Urban Studies and Planning reveals:

“We really control the future of ways of AI and machine learning will be built into work,” said “We can think about ways machine learning can be used to complement existing work, and make it even better.” Source Tech Republic

The implications are vast, however company culture and established thinking must be flexible to create an optimal hybrid workforce.

In short, tomorrow’s winners will be companies that understand that when it comes to designing services, organisations and systems, the mantra should be ‘collaboration is key’. At Webhelp, we can help you discover what inspires and influences your customers to build the ideal balance between human autonomy and automation.

In case you haven’t registered yet, Sign up to receive fresh insights and invitations to exec events with our Webhelp Disruptor Series campaign:

Leave a Reply

Your email address will not be published.Required fields are marked *

Article by: Webhelp

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Groupe Bruxelles Lambert enters into exclusive negotiations for the acquisition of the Webhelp group

GBL announces today it has entered into exclusive negotiations to acquire a majority stake in the Webhelp group, together with its co-founding shareholders, Olivier Duha and Frédéric Jousset, who would retain their role as founding executive directors, and its management team. Founded in 2000, Webhelp is today one of the world's leading providers of customer experience and business process...

Webhelp’s Disruptor Series reaches new heights

Webhelp hosted a sky-high event in London yesterday, as part of the year-long Disruptor series. This innovative series examines and identifies the major disruptors of CX and explores what brands need to do to compete and thrive in this rapidly changing marketplace. The executive roundtable...

Business transformation is key to surviving the retail apocalypse

Author: Sam Phin, Solutions Consultant, Webhelp The CX Exchange for Retail is the annual meeting place for the most senior names in the industry to connect with the biggest brands in retail and hear how they are transforming into customer-centric organisations. As our team prepare for the...

The Hybrid Model

As an international healthcare services organization, Direct Medica develops and implements innovative solutions to reshape the relationships between healthcare professionals, patients, industry players, hospitals and payers. For the past two years, the company has been developing a very...

Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!


Load more

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies: