28th March 2024

Beyond the Bot: How AI is Changing the Website Experience

AI integration is becoming commonplace across businesses, whether being utilised as a note-taker in meetings or a chatbot on websites. Despite some companies choosing to experiment with the tool, there is a large amount of scepticism surrounding AI. Coverage in the international news chooses to highlight the potential risks of AI tools, such as increased redundancy due to the elimination of human workers.

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Consequently, we’re seeing businesses feeling paralysed when it comes to AI, torn between the exciting opportunities and the potential risks.

However, it's crucial to recognise rather than completely disrupting your business, AI has the potential to complement existing strategies and enhance customer experiences.

In an attempt to make this subject more relatable to your business, we have been exploring the capabilities of AI within AI-powered Assistants designed to support and enhance your business strategy.

At a glance, it may be difficult to discern between old chatbots and AI-powered Assistants - particularly if you’re going solely by user interface. The main contrast is the ‘brain’ behind the interface, and its ability to understand complex customer enquiries to formulate a helpful response.

Our in-house AI team have built a working prototype of this tool to demonstrate how it could be applied to a B2C site such as Fenty Beauty.

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Take a closer of look at this example in the webinar

The AI Assistant can easily interpret a customer’s query and provide an ‘Add to Basket’ option for a recommended product while responding using Fenty’s tone of voice. It is then able to take this one step further, by allowing the customer to quickly navigate using picture recognition to recognise skin tone and make recommendations for appropriate products. These features combined, provide the customer with the full sales experience, even providing information on the refunds and return policies, completing the sales experience they would hope to get in store.

And companies such as Klarna have already seen promising results with the tool being able to handle between 2-3 million conversations during its launch phase, doing the work of approximately 700 full-time agents. This ultimately led to a 25% reduction in repeat customer service enquiries.

With success like this, there’s no doubt that the use of AI Assistants will proliferate over the coming years - and it’s not just large organisations that will capitalise on this trend. With SMEs being more agile and not being tied down to legacy technology, we foresee they will be able to quickly become leaders in the space. There's a great opportunity here for companies to get on-boarded quickly and set customer expectations in this new emerging technology.

If you’d like to hear about this in more detail, we have recently hosted a webinar Beyond the Bot: How AI is Changing the Website Experience discussing this technology including some additional examples of application into B2B and B2C businesses and discussing the key considerations for companies looking to get started with AI.

Watch it here or get in touch today.