Article

AI and Human: Beyond Duality, a Fruitful Collaboration

The Ideological Impasse of the Human-Machine Duality

When it comes to artificial intelligence (AI), debates are often infused with strong emotions. On one side, there is the fear that machines will replace humans, and on the other, the excitement about the infinite possibilities they offer. This emotional duality creates an ideological impasse, preventing a true understanding of the added value of AI.

Myths and Realities of AI

Hollywood films and sensational media headlines have often portrayed AI as a superhuman force ready to surpass humans. While entertaining, these depictions mask the reality: AI is a tool, and like any tool, its effectiveness depends on how it is used. Ignoring this reality means missing out on the true value of AI.

Harmony of Forces: Understanding and Integrating

AI excels in repetitive tasks, analyzing large amounts of data, and providing real-time responses. Humans excel in empathy, creativity, and nuanced decision-making.

Chatbots are a good example: while they can quickly handle common queries, human intervention still makes a difference when a customer is feeling frustrated or has a complex request.

In customer service, AI can suggest responses based on frequently asked questions, but when a customer has a complex or emotional request, human intervention is crucial for satisfaction and loyalty.

Applications Across Various Sectors

In the banking sector, for example, AI can quickly analyze a customer’s spending habits to detect potential fraud. However, when discussing these anomalies with the customer, a human touch is essential to reassure and guide them.

In healthcare, AI systems can rapidly analyze medical images to detect anomalies, but it is the doctor who makes the final decision on diagnosis and treatment, using their clinical judgment. The doctor is also the one who communicates the diagnosis to the patient.

In retail, AI can suggest products based on a customer’s purchase history, but the human salesperson can offer personalized advice based on face-to-face interactions.

The Necessary Transformation of Professions

As AI gains prominence, it becomes increasingly crucial to train teams not only to use these tools but also to enhance their human skills. If empathy, listening abilities, and understanding are human-specific skills complementary to AI, these skills will become even more important.

Behind the emergence of artificial intelligence, there is a profound transformation of certain professions for which technical expertise has historically played a predominant role. Think of notaries, financial advisors, architects, doctors, but also more broadly, anyone in contact with clients. The importance of the already prevalent relational dimension of these professions will only increase.

Recommendations

Here are some recommendations to further promote AI integration:

Education and Training: Invest in holistic training that covers both artificial intelligence and the development of essential human skills.

Strategic Integration: Use AI where it adds value, while keeping humans at the heart of interactions that require a personal touch.

Interdepartmental Collaboration: Encourage close collaboration between your technology and customer teams to ensure a seamless AI integration.

Conclusion

Instead of viewing AI and humans as opposing forces, we must see them as collaborative partners. By recognizing and valuing each other’s unique strengths, we can create a customer experience that is both efficient and deeply human.

To learn more about how we can help you succeed in this integration, contact us: let’s work together.

By Guillaume Delroeux

Guillaume is President and Leader of Customer Experience Practices at Promethee Consultants, helping organizations with contact centres make the most of their technologies to maximize the impact and create legendary customer experiences.

References:

  1. According to a study from Stanford University (“Artificial Intelligence – The Revolution Hasn’t Happened Yet,” July 2019), AI is better considered as a tool for amplifying human capabilities rather than a replacement.
  2. On this subject, see the excellent book by Yves St-Arnaud, “L’interaction professionnelle” (Professional Interaction).