The pandemic could be a turning point for consumer trust in artificial intelligence

Photo from: pixabay.

By: Business World

Ninety-four percent of Filipino consumers expect companies to accelerate their digital initiatives, according to “State of the Connected Customer 2020,” a report by customer relationship management (CRM) firm Salesforce released on October 29. COVID-19 drove this increase, with 88% saying that the pandemic elevated their expectations of digital capabilities.

“Regardless of who they market, sell, or provide service to, businesses are navigating a landscape they couldn’t have imagined at the beginning of this year… Connecting customers at various touch points—digital, human, or other—to gain a holistic understanding is the first step on the path to resiliency and growth,” said Vala Afshar, chief digital evangelist at Salesforce, in a press statement.

In the Philippines, more than 90% use messenger apps, e-mail, social media, and mobile apps to find out more about and connect with companies. Artificial intelligence (AI) is a potential growth area, as 60% of global consumers are open to its use in customer engagement. However, there is also an air of distrust around the use of AI, as less than half of global consumers trust companies to use it ethically.


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