Forrester: When brands' AI looks alike, the difference will lie in the human touch
As brands roll out similar AI tools and customers start talking to brands through personal assistants, experiences will become harder to tell apart; the human touch will emerge as the answer.
What's happening
According to Forrester's 2027 predictions, AI alone will no longer be a competitive advantage for customer success and customer service teams. Forrester also predicts that for 10% of consumers, a personal AI assistant will become the main customer service interface.
Behind the number
Forrester's Retail Topic Insights 1 Survey covers online adults in the US, the UK, and Hong Kong.
Whose desk it lands on
The executive responsible for customer experience. When your customers start talking to you through a personal AI assistant, what will set your brand apart from competitors?
Our view
The CX Brief's interpretation, not a claim made by the source.
Forrester's argument is this: AI is becoming infrastructure that everyone uses, and customers are talking to brands through their personal assistants. When experiences start to look alike, what sets a brand apart is the human connection. That is why deciding at which moments a person steps in is as strategic a decision as how much to invest in AI. In fact, a day will soon come when moments of direct human contact with a brand will be a rare natural phenomenon! We'd better start rebuilding all our customer journey maps.
