Ahh Artificial Intelligence… A new era opened last year with the promotion of artificial intelligence to the general public, and who says new tool available to the general public, says untimely use in all possible areas. As time goes by, AI will be limited to areas where it will be truly useful and save time, and it is a safe bet that content generation and chatbots will become more and more common in the future. But at what cost?
Loss of personal touch
When you originally created your new brand, you probably had in mind a tone that you wanted to give it, an image that you wanted to convey, and logically for other humans.
Using generative AI to create content or automatically respond to your customers will actually smooth out your image, and you will have a tone identical to any other brand using AI.
To take just my personal example on this blog, I don't see myself using AI to write articles, why? Because by dint of writing, I have gotten into the habit of tone, of way of presenting things, of slipping in personal references, and more generally, I bring my experience. Something that AI cannot provide, it would smooth out my article, and even if the information were the same, the way of writing it would have nothing to do with it (better or worse, that is not the question!)
Problems of understanding and mutual trust
As I mentioned in the article about AI, you have to be aware that generative AIs are not intended to be reliable sources of information, and that's completely normal. However, do the test around you during a family meal to have as many different profiles as possible and ask the question: in your opinion, is artificial intelligence reliable for information?
There is a good chance that you will be answered yes, because she never doubts, she answers with aplomb and that “Wow, it's artificial intelligence." without knowing what it means or how it works. The image of AI in the eyes of the majority remains that of Terminator.
Another concern is that you will have cases that we have all experienced where an artificial intelligence there to help us does not understand our request, and makes us repeat, reformulate, then give up when a human would have understood the initial intention.
So there is a problem with using generative AI for these cases, because in one case, the information given is probably not reliable and if it is not verified risks causing problems in the long term, and in the other case it does not understand or poorly understands the initial intentions of a person.
Loss of brand identity
Who better to talk about your brand than… you? You can’t entrust the creation of content to an artificial intelligence by saying to yourself “It will be able to say it better than me!”, obviously not, your strength is the human behind it, not a robot.
To draw a parallel with another situation, when you browse the websites of two companies in the same sector, would you prefer (with more or less equal overall quality) the website of the company that will have photos of its employees, its premises, and its products, or the website of the company that will only have stock photos that you see on all the sites?
Well for AI-generated content it's the same thing, an AI writes like... an AI, it's not for nothing that it is possible to detect texts generated by artificial intelligences because they respect sentence/paragraph construction rules that are not common among humans.
Lack of interaction (chat bot)
Let me paint the picture:
You have subscribed to some service, but unfortunately, this service is down, so you seek help from the support and there you come face to face with “Supsup the Chatbot” who in the end only recites prefabricated and often useless answers without giving you real answers to your problem.
We agree that when you have a problem with a service or a product, the fact of not having the possibility of having a human to help you significantly increases your desire to throw said product out the window? (or is it just me?)
Generally speaking, using a chatbot, when your customer naturally expects a human, will increase their level of dissatisfaction, distrust and their chances of turning away from your brand, so think about it before it's too late.
We must find the balance between human and artificial intelligence
If all the points raised in this article may suggest that I have a gripe with AI, this is not the case, but I prefer to calm the ardor in the face of novelty and the misunderstandings that can result from it. Many people have seen AI as the new El Dorado for writing content for clients at a lower cost / effort, for doing SEO of quality because “Hehe I’m going to be smart and ask AI to make me SEO optimized content!!”, and other things…
AI is a good thing, but use it sparingly, it is not the answer to the mystery of the universe (and everyone knows it's 42...), it can be useful to help you rephrase, condense a long text, give you ideas or structures for articles or pages etc.
For human interaction, you can keep a chatbot, but not to the detriment of the human, but as a complement! When a human is available during working hours, the human answers, when no one is available, such as at night for example, the chatbot can take over...
We are still in the early stages of artificial intelligence, and all sectors are exploring its possibilities. As with any innovation, AI will be left behind in some areas and will be a revolution in others. Only time will tell.
