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Whether they know it or not, marketers are at a crossroads with how far they can take new technologies to enhance their brand. As we saw in Merkle’s 2022 Consumer Experience Sentiment Report, 47% of consumers feel that personalization online is invasive — up from 44% in 2021. This means that consumers don’t necessarily feel more comfortable with technology the longer it exists in our daily lives, which is especially true with AI-powered services.
AI has become a powerful tool for commerce experiences such as chatbots, product recommendations, voice search and other forms of personalization. But many consumers don’t trust that AI services are using and storing their data responsibly, and it often leads to a distrust of AI tools that are meant to enhance the user experience.
The most common obstacles to gaining trust with a brand’s AI-powered experiences include:
A lack of transparency about how consumer data was used to provide recommendationsNot setting appropriate expectations for what limitations the technology hasNot allowing users to customize their AI experiences along the wayTo overcome these obstacles for your AI-powered services, here are the top three ways to build trust with consumers:
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1. Validate your recommendation with a “why”
As noted above, it can seem creepy to consumers if an AI-powered service recommends products on an ecommerce site without any explanation. If the rationale behind a particular AI prediction is unknown or too complicated, it creates a barrier to building trust. Instead, focus on only explaining the aspects that impact the user and their decision-making.
This can usually be done by:
Articulating the data source — tell the website user exactly how you obtained their data. For example, if the user previously created an account on the ecommerce website, you have the email and preferences they shared when signing up.Tying the explanation to the user’s previous behav …