The secret to winning customers’ hearts with artificial intelligence: add human intelligence

Consumers are increasingly aware and satisfied by AI-enabled experiences, but they expect the human presence as critical to enabling these interactions.

Research Highlights

Consumers know and want AI, but one that is informed by human intelligence

  • AI is no longer alien to consumers
  • Consumers want the reassurance of a human presence
  • Consumers want transparency in AI by design
  • Human-like AI qualities are a hit with consumers
  • Consumers find the idea of a digital alter ego exciting

Organisations focus on costs and RoI rather than consumer pain points

  • Nuances around customer preferences are lost on most organisations
  • Organisations are focusing on implementation costs and RoI and not on consumer preference
  • AI-enabled interactions bring significant benefits
  • High-benefit consumers have greater confidence in AI-enabled interactions

Organisations should augment customer experience processes for an AI world

  • Ensure that consumer concerns form the basis for AI initiatives
  • Make AI-first a strategic priority
  • Scale up AI-enabled interactions globally
  • Keep the customer informed
  • Align incentives to encourage greater use of AI-enabled interactions

Quick Takeaways


of consumers are aware and satisfied with AI-enabled interactions


of consumers would prefer to have interactions enabled by a mix of AI and humans


of organisations took a customer approach when implementing AI


Jerome Buvat provides a glimpse into the findings of "The Secret to Winning Customers’ Hearts with Artificial Intelligence: Add Human Intelligence", the latest research from the Digital Transformation Institute.

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Steve Hewett

Expert in CRM, Customer Experience Design, Digital Operating Model, Ecommerce


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