Creating trust, building knowledge, winning customers: Communication for AI companies

Smooth translations, image recognition and intelligent chatbots are only a few examples of numerous exciting applications based on Artificial Intelligence (AI) which make our everyday and working life more comfortable, safer or more efficient. AI is therefore often rightly seen as the number one driver of innovation in digital technologies. 

That’s why we find it is about time now to tell the success stories of exactly those companies that actually develop and use it! Further, we want to show in the following why communication plays an important part in building trust in AI technologies and thus conquer the hearts and minds of people. After all, people’s opinions regarding the opportunities and potential of artificial intelligence are widely diversified, the result of a study conducted by FOM University last year, in which more than 21,800 people were surveyed nationwide. On the one hand, many people stated that they find AI useful and believe that the technologies can make life easier in many areas and thus save resources. On the other hand, security concerns also play a role. According to the study, around one third are afraid of an AI-determined future. But what does this mean for companies that offer AI solutions?

Even if  fears and reservations are unfounded they can slow down the triumphal march of AI. Communication could be key to shed light into this complex topic. The following three tips provide a brief insight into what is particularly important for AI companies when communicating:

Increase understanding

Will artificial intelligence soon be able to take away my job? 29 percent of the people interviewed in the above-mentioned study are afraid of using artificial intelligence. However, many of the fears people have about AI are completely unsubstantiated. In most cases, the cause can be traced back to a lack of knowledge about the rapidly developing technologies. A holistic PR strategy can build up knowledge in a targeted manner. If people understand the technologies, groundless fears of using the new technologies disappear. After all, more than half (52 per cent) of those surveyed seem to have already gained a positive impression and believe that AI makes life easier.

 

Enable transparency

An “intelligent” chatbot, which is supposed to support companies in customer service, always gives the wrong answers? This triggers frustration in employees as well as on the customer side – and endangers the success of the company. It is therefore important to communicate the capabilities, opportunities and limitations of one’s own technological solutions in a transparent manner in order to raise realistic expectations. 

For example, is the chatbot well suited to answer standard questions, but “overstrained” by complex problems and emotionally acting customers? Then the respective advantages should be highlighted, in this case, for example, fast and efficient answering of enquiries around the clock which results in a relief of the employees in customer support. In the same context, the limits of the technologies should also be addressed while solutions for the supposed weaknesses should be offered and explained. An option could be that bots automatically transfer to a human employee as soon as an enquiry is too complex. This creates realistic expectations of the new technologies and avoids frustration. Namely, the technologies are particularly convincing in terms of their concrete practical benefits: 62 per cent of those surveyed in the FOM study said they were in favour of AI, provided that it would save resources.

 

Creating positive role models

Furthermore, reservations about the technologies can be overcome by positive experiences of people. Therefore it is beneficial when potential users are able to test products at trade fairs or when they get the opportunity to establish contact with company representatives at events. Also journalists like to convince themselves on site of the positive product features. However,  testing is sometimes not easy, especially with complex AI solutions in the B2B environment. So how can companies provide practical insights nevertheless? Case studies are quite useful here: “Success stories” from other customers authentically show people what their own products can achieve and convey trust – especially with big and well-known names. In addition, journalists from the trade media welcome practical examples most of the time, and even more when they contain exciting facts and figures.

 

Artificial intelligence plays an increasingly important role for companies. As a competent partner, PIABO helps companies in the field of artificial intelligence to get on the agenda of relevant media. For more information on this topic, please contact Julia Loeser, Communications Consultant bei PIABO. Julia as well as Maria, Unit Director Deep Tech,  are looking forward to your message.