by Sahil Chopra
The digital domain has experienced a colossal penetration in the recent times and its acceptance amongst the masses is uncanny. It has experienced a hurricane of new possibilities in newer arenas, coupled with a steep rise in employment and many other such highs. 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 or ad, we are unaware whether it is a human or a chat-bot we are conversing with. As a matter of fact, as a consumer it doesn’t matter as far as the appropriate solutions are being delivered. The parameters of efficiency and effectiveness should be fulfilled irrespective of whether it is human or AI behind the digital wall.
Incorporating chatbots within the websites of brands that experience heavy traffic could prove highly beneficial. 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 usually having standard solutions. In the 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 is inquiring about basic information like asking for billing details from phone operators, or about the timings and rates of hotels, a chatbot would be the right fit. Human intervention becomes necessary when the customer wishes to inquire about the detailed break-up of their billing amount or about customized travel plans. In some rare cases, even the detailed information can be imparted by the chatbots through pre-fed information. On the other hand, even Tier-1 issues may require human intervention. Thus, depending upon the complexity of situations, the choice between a human or a chatbot should be identified by the organization.
Specific instances when human intervention is preferred over AI
There are however a few circumstances when the consumer would want human intervention only. This could the case in the Banking, Financial services and Insurance sector as the information shared is confidential and sharing it with an AI-based chatbot could lead to a data privacy 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 and security in the minds of the consumer making its integration more adaptable and less risky.
In recent times, 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 showcased a remarkable magnitude of concern, which was of course carried out by human intelligence. Had it been handled by AI, there wouldn’t have been much room for exceptions and a non-refundable product would have 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 whenever you visit is wholly-controlled by humans. 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 at 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, an ROI-driven digital marketing company based out of Delhi.
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