Consumer Concerns on the Rise: Data Usage by AI in Focus, Survey Finds
In today’s digital age, the use of artificial intelligence (AI) is becoming more prevalent in various industries, especially in the realm of customer experience (CX). However, as AI continues to evolve and play a larger role in shaping customer interactions, concerns around data privacy and ethics are on the rise.
According to the Global State of CX 2024 report by CX Network, 55% of CX professionals agree that data privacy and security are becoming increasingly important to customers. In particular, 43% of consumers are worried about the ethics of AI. This highlights the need for transparency in how AI technologies are utilized in operations, especially in terms of data collection, analysis, and utilization to enhance CX.
Jaakko Lempinen, head of customer experience for YLE Finland, emphasizes the importance of companies being open about their use of AI and actively involving customers in the development of AI solutions. By engaging in dialogue about AI and its impact on CX, organizations can demystify technology for customers and build trust.
The report also sheds light on the top investment priorities in CX for 2024, with automation being the leading focus for 42% of professionals. Other key spending priorities include data insights and analytics, as well as conversational AI chatbots and virtual assistants. However, proving the return on investment (ROI) of investing in AI remains a challenge for 42% of respondents.
Anna Noakes Schulze, head of community experience at The NTWK, points out that CX tends to adopt technology later than other functions, such as marketing. This conservative approach can hinder experimentation with cutting-edge tech, unless there is a clear ROI. Schulze advises businesses to pay attention to what forward-thinking brands are doing with AI and learn from their initiatives.
As AI continues to shape the future of CX, it is crucial for businesses to prioritize transparency, customer engagement, and ROI measurement when implementing AI technologies. By addressing consumer concerns and leveraging AI in a responsible manner, organizations can enhance customer experiences and build long-lasting relationships based on trust and value exchange.
