AI and customer communication – a matter of trust

Leigh Segall, CEO of Smart Communications about why transparency and human control determine whether the technology succeeds.

Generative AI has quickly become a standard tool in many organizations. Companies are using the technology to streamline workflows, analyze large amounts of data, and create more personalized communications. Used correctly, AI can contribute to better customer experiences, faster service, and stronger competitiveness.

At the same time, consumer uncertainty is growing. As AI is increasingly used in customer communication, questions of control, responsibility and transparency arise. Many people find it unclear who is actually communicating with them, a human or a machine. As technology becomes more advanced, the issue of trust becomes increasingly central.

A global survey with over 2,000 respondents shows that skepticism towards AI is widespread. 80 percent say they are hesitant about the use of AI, especially in sensitive areas such as finance and healthcare. Meanwhile, 63 percent express ethical concerns about generative AI, while 66 percent worry about security. Only 47 percent believe AI has the potential to improve corporate communication. This points to a clear gap between the capabilities of technology and the customer experience.

To close this gap, transparency is required. Companies need to be clear about how and when AI is being used and ensure that human control is always present in the process. Customers want to know when they are interacting with automated systems and when a human is involved.

In the survey, 77 percent stated that it is important for companies to be transparent about their use of AI in communication. Clear labeling of AI-generated content and processes supported by AI is therefore not a detail but a crucial issue of trust.

Expectations for communication also differ between generations. Older target groups value clarity, structure and comprehensibility, while younger users are more likely to demand personalization and communication in digital channels they themselves prefer. Here, AI offers great opportunities to adapt content to different target groups and individual needs.

At the same time, efficiency must never come at the expense of responsibility. For communication to be correct, ethical and secure, human participation is required. It is about quality-assuring content, avoiding misunderstandings and ensuring the right tone, especially in situations that require judgment, empathy and contextual understanding.

Despite widespread skepticism, generative AI, when used correctly, can create significant value. Automation and personalization allow companies to act faster and more accurately in their dialogue with their customers. In the digital economy, where competition is constantly intensifying, communication is becoming an increasingly important differentiator.

But one basic principle must always apply. Technology must never work alone. It is in the interaction between man and machine that real benefit arises. Human oversight makes it possible to take advantage of AI's strengths while managing its limitations.

Generative AI has the potential to fundamentally transform customer communication through increased efficiency, innovation, and relevance. But without transparency, the technology risks undermining what matters most: customer trust.

Companies that openly report their use of AI and combine the technology with continuous human control not only create security but also long-term sustainable customer relationships. In an increasingly digital world, transparency is not an option, it is a prerequisite for success.