While consumers prefer engaging with organisations through a mix of AI and humans, they want AI to have more human-like qualities according to the latest research from Capgemini’s Digital Transformation Institute.

The Secret to Winning Customers’ Hearts with Artificial Intelligence: Add Human Intelligence found that 55% of consumers prefer interactions enabled by a mix of AI and humans, and 64% want AI to be more human-like.

Human-like qualities can generate significant goodwill and drive a greater propensity to spend for nearly half ( 48%) of consumers.

But the report said that many organisations are failing to take consumer pain points and preferences into account when applying AI tech to their customer experience, instead focusing on traditional metrics such as implementation costs and expected return on investment.

The report, which surveyed 10,000 consumers and more than 500 companies across 10 countries, found that 63% of AI-aware consumers like AI because of its 24-hour availability and how it provides greater control over their interactions.

Nearly half ( 49%) said they would have a higher affiliation to a company if their interactions enabled by AI were more human-like.

Mark Taylor, chief experience officer, Digital Customer Experience Practice, at Capgemini said: “It is somewhat ironic that natural language processing and machine learning provides organisations with the opportunity to build deeper, more human relationships with their customers.

“By focusing their AI implementations to reimagine, streamline and simplify customer interactions, organisations can boost customer spend and loyalty. To see the biggest bottom-line boost, firms need to make both artificial intelligence and customer experience a strategic priority.”