Make a New Year’s resolution about artificial intelligence

As we put 2023 firmly in the rearview mirror, it’s also time to leave our old ways of thinking in the dust. For too many business leaders, last year’s rallying cry was “We have to do something about AI, and we have to do it now!” The truth is, spending your time and energy on new and improved technology doesn’t mean anything unless you have a goal in sight. 

Here’s an example: Imagine Michelangelo with a hammer and a rock. He’d surely envision and create something beautiful and meaningful—and with improved tools, he’d bring even more incredible works to life. Now imagine the average person in the same scenario. Most of us, even with the latest technology like a 3D printer, would produce nothing of lasting value. Call it what you want, but without the vision, the intention, the end goal in mind, technology can’t get us where we need to go all by itself.

Consumers want proof AI makes a difference

AI is no different. For most businesses, there’s quite a large leap between (A) saying you’re adopting AI as an organization, and (B) actually applying AI in meaningful ways. Unfortunately, this is creating confusion not only within organizations struggling to put AI to practical use, but also among their customers—who just want to accomplish their own goals as smoothly as possible. We’ve all told our customers that we’re using AI to make their lives better, but what are they supposed to think when that’s not true in their day-to-day experiences with brands?

This isn’t just an academic exercise. Based on the data in LivePerson’s new State of Customer Conversations 2024 report, consumers really are starting to question why AI hasn’t begun improving their interactions with brands. One of the biggest findings in the report is that while 91% of business leaders feel positive about using AI to engage with customers, only 50% of the general consumer population feels the same. Last year, 62% of consumers expressed positive sentiment, indicating that the AI hype is fading. We can expect trust in AI to continue to decrease—unless businesses start proving to their customers that AI-powered experiences really are more efficient and effective in delivering the outcomes they seek.

The AI gap

This chasm between business leaders and consumers, or what I call “the AI gap,” is emerging at the same time that businesses are investing in AI more than ever. In fact, we’ve reached a tipping point, with just over half of business leaders now saying they’re prioritizing automated texting and messaging with customers over voice, email, and ticket channels, according to our report. To be clear, I think this is the right thing to do. But the end goal can’t just be about leveraging a new technology—it has to be about using the technology to serve the end goal, which, when it comes to customer engagement, should always be about creating better conversations.

Putting the focus back on meaningful conversations is the first step in building a bridge over the AI gap between your business and your customers. Their desires and frustrations are nothing new. As always, customers want to know you’re listening to what they’re saying, they want better service from your agents, they want to save time by engaging with you on digital channels, and they want to see improvement over time. Any AI-powered experience that checks those boxes will start to restore their trust.

While there are a lot of alarm bells ringing in the State of Customer Conversations report, there’s good news as well. Among the highlights: Two out of every three consumers expect the way they work with businesses to improve over the next five years thanks to AI. If your vision for AI is not just to leverage the technology for technology’s sake, but also exceed customer expectations with conversations that get them what they want, you’ll be well-positioned for years to come. And the more you do to show your customers that these conversations can be safe, helpful, and empowering, the quicker they’ll get onboard.

So with 2024 and all its possibilities ahead of us, it’s time for a rallying cry that transcends today’s technology and returns our focus to the real issues we’re trying to solve. It’s time for a New Year’s resolution befitting the true end goal of customer engagement. It’s not about the AI, it’s about the conversation. 

Ruth Zive is chief marketing officer at LivePerson and host of the Generation AI podcast.