If you have done online shopping in Canada, you have been one of the country’s 27+ million (and growing) e-commerce users. Along the way in your digital shopping experience, you have likely needed to reach out to customer service online at one point or another.
Instead of dialing an accessible phone number, you notice a familiar sight on the website—a small, rounded speech bubble in the corner, inviting you to “Ask me anything.” Behind the icon may be a smiling avatar or photo of a cheerful “customer service representative.”
But when you click it, a chat window appears with a series of pre-programmed responses, powered by AI rather than a live human.
For straightforward queries like billing or shipping, the chatbot might provide a generic, scripted answer. However, if your request is more complex, you may receive a boilerplate response like, “I’m sorry, but I cannot resolve this issue. Please contact customer support.”
Frustration kicks in, and you might abandon the site altogether, leaving your purchase behind.
Sound familiar? You’re not alone. A 2022 survey from Userlike found that 60% of customers still prefer to speak to a real customer service agent over a chatbot.
While AI can ease some of the burden for B2C brands, it can’t replace the authentic human connection consumers crave. In this article, we explore why creating genuine and authentic human experiences remains crucial in an increasingly digital world.
Customers Are Becoming Fatigued By AI-Driven Interactions
Like the chatbot fiasco discussed above, AI is not only irritating customers on websites but beginning to creep into social feeds and everyday mobile scrolling habits.
Too much of generative AI-driven interactions can be detrimental to a brand’s reputation and its rapport with its potential customers.
Consider messaging tactics on social media: you comment on a new post from a brand you’ve been following for a while and all of a sudden, in less than 30 seconds, you have a message sitting in your social inbox.
These messages often allude that you must be curious to learn more about their latest product or service when all you did was type, “Wow, that looks cool!” in the comment section, leaving you ‘pitch slapped’.
Poorly timed interactions can burn out a potential customer before they’ve even placed your brand in the consideration stage, resulting in ‘AI fatigue’.
It’s important to still have a human in the background, like an experienced marketing manager or agency, guiding these strategies and leading the messaging for your brand.
Without a sound strategy and proper testing, relying on AI to take over before your future customer has even had a chance to get to know you or your products and services can result in negative reviews or worse, no customers at all.
Content Created By AI Lacks Human Connection
You may have come across content on social networks like Instagram or TikTok where a video or reel shows an individual giving an ‘honest’ product review only to find the voice sounds a little robotic and the person on the screen is moving a little disjointed.
That’s because some brands have chosen to invest in AI-generated content including false product testimonial videos, automated sales messaging, and AI-scripted content with repetitive language easily detectable by the everyday consumer.
Customers are becoming less trusting AI in content and product marketing. E-commerce data leader Syndigo’s State of Product Content 2024 report shared that over 1/3 of consumers reveal they would be bothered by seeing AI-generated content from a brand or company.
It’s no surprise that when a real person shows up behind a screen, brands can see a significant shift in engagement and conversions.
For example, when a brand engages with an influencer or encourages customers to become brand ambassadors, User Generated Content (UGC) becomes one of the most effective tactics for their B2C business.
Beauty retailer Sephora had a tremendous impact with their UGC initiative ‘Community Gallery’ showcasing real customers’ interactions with their products and pulling the content directly from their feeds.
Not only did this initiative establish greater trust with its customers, it offered a human connection to the brand, its products, and the overall customer experience online that yielded greater conversions for the brand.
Brands Need to Focus On Meaningful and Authentic Experiences
Last but most importantly, brands should focus on meaningful and authentic experiences. Beyond the messaging and the content being served, every step of the customer journey should feel genuine.
Research from Epsilon Marketing reveals that 80% of customers prefer to buy from a company or brand offering a personalized experience. Although AI can help speed up efficiency in many processes, it can’t replace honest human connection.
Personalized experiences can help your B2C brand stand out from the crowd, especially in a heavily AI-saturated market.
Here are a few helpful examples of how to craft those personalized experiences might look like:
- A personalized 10-second welcome video from the owner or staff member to a new follower
- Live Q&A sessions where you can interact in real-time with your audience, putting a face to a name
- Interactive events like webinars or micro-conferences to share from industry experts and give customers a one-on-one window
Additionally, incorporating video content into your digital marketing strategy can significantly enhance trust with your online audience and potential customers, as it is four times more likely to be engaged than other types of content.
Brands can continue building that human connection through authentic, personalized video content like we do at ThinkSocial – without adding AI.
Key Takeaways
In a world increasingly driven by digital interactions, it’s clear that consumers still crave genuine, human connections.
While AI can enhance efficiency, it falls short of delivering the personal touch that builds lasting relationships and trust. As B2C brands navigate this landscape, the focus must shift from solely automating processes to creating meaningful, authentic experiences that resonate with customers.
By prioritizing human-led interactions, personalized content, and user-generated engagement, brands can stand out in a market saturated with AI-driven messaging.
Ultimately, the key to success lies in embracing the human element to foster real connections, loyalty, and long-term growth.
