What: A reflexion on what should be a permanent concern: a responsible approach to AI in retail.

Why it is important: There are already hundreds of Artificial Intelligence (AI) platforms and enterprise solutions on the market today, each aiming at solving different issues and improving Customer Experience (CX). However, they are not without risks – for customers, but also, in the event of a breach of trust, whether real or perceived, for brands and their reputation.

Referencing a recent BCG survey, Ricardo Saltz Gulko, Managing Director of Eglobalis, a global consulting firm specialised in customer experience strategies, identifies 3 focus points that should be considered where technological developments in commercial practices are concerned:

• Balancing the need to collect data for analysis and the implementation of technologies that can be perceived of as intrusive. People are already ambivalent: they often appreciate AI-enhanced experiences but fear exposure and a mismanagement of their personal data.
• Customers’ demand for responsibility and transparency. They will give – or withdraw – their trust to companies and brands according to the ethical principles these have set forth and show they truly uphold.
• Ensuring the protection of customers, as well as employees, against the inherent technological risks of AI. Businesses could establish up front procedures and guidelines to remedy AI-related contentions to mitigate these problems, but ultimately, this would better fall under the purview of global regulatory bodies.

Prevent Risks to Your Customer Experience & Brand – by Adopting AI Responsibly