Are AI and automated technologies making us feel like just a number? A recent study says yes, and it has important implications for businesses. Researchers have found that people’s reactions to decisions and feedback from AI differ from those made by humans. When their requests are granted by a person, they feel more joy and take credit for their success. But when it’s AI, they feel reduced to a number and can’t take as much credit. However, when their requests are rejected, they tend to blame the decision-maker regardless of whether it was a person or AI.
So, how can businesses incorporate AI into their services to maximize customer satisfaction? The study suggests having some human involvement in the evaluation and feedback process to generate more positive reactions. Additionally, companies should carefully consider the value of maintaining human involvement in the production process, even if they automate most of it.
When it comes to product design, companies need to be cautious when targeting identity-based consumers. Automation can be seen as a threat to their identity, leading to reduced product adoption. To overcome this, companies should focus on features or tasks that allow users to feel proud and involved. For example, a bicycle component manufacturer failed to attract cycling enthusiasts with an automatic gear-shifting device because it would eliminate a central part of the cycling experience. Marketing to commuters or casual bikers and emphasizing control could have been more successful.
Communication is key when it comes to AI and automated technologies. Companies should humanize interfaces and make interactions more conversational to minimize resistance. People respond more favorably when AI is given a name, an avatar, and acts like a human employee. This is especially important in business processes that involve evaluation and decision-making.
In conclusion, AI and automated technologies are changing how we feel about ourselves. Businesses need to consider the psychological effects and design their services, products, and communication strategies accordingly. So, how do you feel about AI and automation? Have you ever had an experience with them that made you feel like just a number? Let us know in the comments below!
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