Improving customer experience with artificial intelligence by adhering to ethical principles

Abstract

The intensive development and application of artificial intelligence technologies in organizing interaction with clients is accompanied by such difficulties as: the client’s unwillingness to communicate with the robot, distrust, fear, negative experience of the clients. Such problems can be solved by adhering to ethical principles of using artificial intelligence. In scientific and practical research on this topic, there are many general recommendations that are difficult to apply in practice, or, on the contrary, that describe the methods for solving a highly specialized technical or management problem. The purpose of this article is to determine the ethical principles and methods, the observance and implementation of which would increase confidence in artificial intelligence systems among client of a particular organization. As a result of the analysis and synthesis of the scientific and practical investigations, as well as the empirical experience of Russian and foreign companies, the main areas of application of artificial intelligence technologies affecting the customer experience were identified. The ethical principles recommended to be followed by business have been formulated and systematized. The main methods have been also identified to enable implementation of these principles in practice, and so to reduce the negative effects of customer interaction with artificial intelligence and increase their confidence in the company.

Tendencias del uso de la Inteligencia Artificial en Empresas Globales en el periodo 2018-2023. Una revisión sistemática de la literatura científica

“…Por otro lado, la experiencia al cliente puede ser positiva en caso donde los usos son claros en lo que respecta a la calidad de los softwares. Por dicha razón, para reducir las actitudes negativas hacia estos sistemas, es importante transmitir al cliente la aplicación de ética de estas soluciones a sus inconvenientes [25] [76], para garantizar la transparencia y la responsabilidad de su funcionamiento. Aunque en otras circunstancias demuestran un impacto negativo del riesgo percibido en los servicios de inteligencia artificial, principalmente en los rubros financieros [77].…”

“…Innovación en la gestión y la reducción de costos. El desarrollo de nuevas tecnologías: Los gemelos digitales y su [23], [24], [25], [26], [27], [28], [29]. éxito en la comprobación de nuevos productos.…”

Treating customers as individuals in online retail

“…The focus of research endeavors has been gradually shifting from employee-customer interactions and simple digital solutions (such as targeted mails) in 1980-1990s to advanced technology-enabled solutions (such as augmented reality (AR), virtual reality (VR), Internet of Things (IoT)) in 2010-2020s [Kranzbühler et al ., 2018, Kumar et al ., 2022 . The most recent studies almost unconditionally claim that the future of CX management in Russia and abroad stands on CX individualization technologies powered by AI [Gogua, Smirnova, 2020;Dolganova, 2021;Hoyer et al ., 2020] .…”