Tag Archive for: user experience

This Week in Voice: Conversational AI use cases, ethical oversight, & Darth Vader

By Chris Ezekiel, Founder & CEO

As someone who enjoys listening to interesting podcasts, I was excited at my recent invitation to be a guest on This Week in Voice. Now in its seventh season, this podcast is hosted by Bradley Metrock, CEO of Project Voice and covers some of the hottest conversational AI news stories of the week.

I joined the podcast’s panel of experts for Season 7, Episode 3 which was released on 29 September 2022. Bradley led us in a discussion of these four news stories:

Listen to the full episode below (or on YouTube here or wherever you get your podcasts) for my discussion with Bradley, Timo Kunz, and Sean McIlrath. Here are a few thoughts that stuck out for me from our conversation.

In the timeline of human history, voice-first applications like Siri and Alexa are very recent developments. I can’t help but wonder how they will impact the way we interact in the future as younger generations grow up not experiencing a time when they didn’t exist. It will be important as parents, and a society, to consciously balance the use of these technologies with human interactions, like making sure our children are still going to playgroup and engaging with their peers in person.

However, there are great use cases for this type of technology that can benefit our lives, such as alleviating loneliness and helping people find the help or information they need to deal with sensitive situations. They can also better our day-to-day lives with seemingly little things like checking the local weather or setting a timer when our hands are messy while cooking dinner. Yet not all the newest features being added by companies reflect use cases that are likely to become commonly used.

When it comes to discussing the ethical oversight of conversational AI, it’s important to first start with identifying the way it is being implemented. There are still lots of varying ideas around what ‘conversational AI’ is, and without a consensus you can’t identify an overarching ethical code. For example, Creative Virtual’s conversational AI technology uses a hybrid approach to AI in which there is no black box. Having this human-in-the-loop approach takes away many of the ethical concerns of a machine learning-only conversational AI solution.

I’m personally excited that James Earl Jones will continue to be the voice of Darth Vader through the power of AI, but not at all surprised by the capabilities of this technology. Creative Virtual was delivering this type of solution with a specialised voice partner 15-20 years ago for some of our avatars. This story does bring up the ethical oversight question again, though. It would be interesting to get a look at the contract to understand the specifics of how Jones’ voice can be used for the character.

Thanks again to Bradley, Timo, and Sean for the great discussion! Check out the full This Week in Voice episode:

 

Stop Trying to Improve Efficiency at the Expense of CX

By Mandy Reed, Global Head of Marketing

Earlier this year my niece starting reading Laura Ingalls Wilder’s Little House on the Prairie book series, and I’ve been rereading them along with her. It’s been fun having discussions with her about the books and hearing what part of the stories stuck out for her as most interesting or surprising about Laura’s pioneer life. It’s also made me grateful to have modern conveniences like running water and refrigeration!

Over the course of history, humans have always looked for ways to improve efficiency and productivity. Think about all the inventions you studied in school, like the printing press and cotton gin, that initiated key moments of change for industry and society. Innovation drives progress, but that progress doesn’t innately mean a better experience or quality of life for everyone.

Advances in artificial intelligence (AI) and machine learning have meant more potential use cases for automation technologies. Businesses see this as an opportunity to improve efficiency and productivity – and it is. However, being too focused just on those goals often means they overlook the importance of the experience.

Forrester analyst, William McKeon-White writes about this as part of his research on help desk chatbots. He points out that prioritizing efficiency over experience leads to the critical element of user success being overlooked. If users don’t have a good experience with the chatbot, they won’t keep using it. And if users aren’t coming back to the tool, there’s no way for the organization to achieve positive longer-term outcomes.

It’s important to understand this as you build your business case for a conversational AI tool. As chatbot expert Rachael Needham explains in a vendor selection guide:

“Having a clear business objective will dictate much of what and how the chatbot is implemented. For example, is the objective to reduce phone calls or live chats – and how will that be tracked? Is it to improve customer satisfaction – and how will that be measured? Another key question to ask when thinking of customer experience is: are we really meeting the needs of our customers or are we just trying to make a score look better?”

Improving productivity and efficiency are worthy and important goals but shouldn’t be attempted at the expense of the user experience. Your chatbot or virtual agent should be designed to create a better experience by providing quick, easy support. Reducing phone calls or live chat sessions because you’re giving customers a better way to get help, without having to take the time and effort to engage with a contact center agent, is an efficiency improvement that’s positive for your business and your customer experience (CX).

In a recent discussion with ISG, Creative Virtual Founder & CEO, Chris Ezekiel, pointed out that he has seen a shift in the focus of organizations when implementing conversational AI. Five years ago, the business cases for these solutions were heavily centered around contact deflection. However, as businesses come to recognize the competitive advantage of improving CX, that focus moves to creating better experiences as the key priority.

This doesn’t mean that organizations shouldn’t have the goal of improving efficiency and productivity with conversational AI tools. Instead, they should identify those objectives as part of their strategy to improve the overall experience. Often, you’ll find they go hand-in-hand. Efficiency improvements can be a crucial means by which the experience is made better. Expert conversational AI professionals understand the best ways to balance these needs and set goals that go beyond just making a score look better to achieving real success.

For more tips on creating a conversational AI strategy and building a business case, check out these resources: