We Still Like "Dealing" with People: The Human Touch in a Tech-First World

Last week, my wife and I met with our attorney in New York City to finalize our wills. We spent an hour walking through all the documents, gaining an understanding of what they meant and building a sense of comfort about their purpose. I paid my attorney $1,200 to prepare those documents, along with two other critical documents. Although I knew I could have gotten it cheaper through an online service, I would much rather have an attorney face-to-face, especially for something as important as my family’s future

The Impact of AI on Business and Daily Life

There’s a lot of talk around the impact of AI on businesses and our daily lives. I buy into most of it. Every day, AI definitely makes my professional life a little easier. Moreover, I know that there are iterations of AI coming that have the potential to change our everyday lives as we know it.

In fifty years, our world will likely look very different because our behaviors will have changed, and the amount of time we spend on certain activities will have changed too. However, I don't see everything going fully automated until millennials have aged out.

Millennial Perspective on AI and Automation

As a millennial, I understand the world before and after the widespread adoption of the Internet. With that understanding comes a comfort in dealing with "real people." Yes, we absolutely love the speed and efficiency that automation and AI bring. Simultaneously, we require a certain level of comfort—a trustworthy human being who hopefully has our best interests in mind. After millennials age out, this may certainly change, depending on what the next generation is comfortable with.

The Human Element in Customer Service

Moreover, most people despise speaking with automated prompts, dealing with chatbots, and feeling like a number. They genuinely want to speak to a real person because another person has the ability to relate to them. Another human being understands context, moods, and feelings … and deep down, we trust that a person probably isn’t there to do us harm.

Mistrust of AI and Machines

There's a general mistrust of machines and AI, and rightfully so. OpenAI’s Founder, Sam Altman, said, "This is the worst performance we will see from AI because it will continually get better." Right now, there are a lot of kinks to be worked out, as basic errors are being made by AI. The "hallucinations" and obvious mistakes AI makes are under the microscope, probably fueled by a widespread insecurity of humans being overtaken by machines. People consciously express general mistrust for "computers," perhaps influenced by movies like “The Terminator” and “The Matrix” ... or just a general fear of the unknown.

Interestingly, a survey by PwC found that 73% of consumers want human interactions to remain a part of customer service, despite advancements in AI. Furthermore, a study by Genesys revealed that 40% of consumers prefer talking to a real person over using digital alternatives for complex customer service inquiries.

The Future of Business: A Hybrid Approach

However, businesses are doubling down on AI and automation. Some foolishly believe that the general public will simply dive in and blindly trust these people-less businesses. This is a mistake because most people are not ready for that type of change and genuinely want to deal with a person on the other end of the line. The human touch is worth the price of admission.

The most successful companies in this new era will effectively roll out hybrid models. They will analyze big data and automate the mundane (and boring) tasks. However, they will still place an emphasis on human interaction and will offer their customers the opportunity to speak to a real person when necessary. Maintaining that bridge to the past and playing to almost basic human nature will be critical.

Real-life examples support this hybrid approach. Apple, known for its technological advancements, continues to invest in its physical retail stores where knowledgeable staff assist customers. This human touch has been integral to their brand’s success, fostering customer loyalty and trust.

Conclusion: Balancing Technology and Human Interaction

While AI and automation are here to stay and will continue to evolve, the human element remains invaluable. Businesses that strike the right balance between technology and human interaction will thrive. As we build businesses and services in this tech-first world, let’s not forget the irreplaceable value of dealing with real people.

-Anthony Tsigourakos