{"title":"The paradoxes of generative AI-enabled customer service: A guide for managers","authors":"","doi":"10.1016/j.bushor.2024.04.013","DOIUrl":null,"url":null,"abstract":"<div><p>Generative artificial intelligence (GenAI) presents a disruptive innovation for brands and society, and the power of which is still yet to be realized. In the context of customer service, gen AI affords companies new possibilities to communicate, connect, and engage customers. This article draws on scholarly research and consultation with customer service leaders to present and discuss the possibilities for GenAI in the context of customer service, specifically GenAI chatbots. Importantly, this article presents potential paradoxes of GenAI-enabled customer service, adding to the debate about the role and impact of GenAI for brands. Specifically, we present six paradoxes of GenAI customer service: (1) connected yet isolated, (2) lower cost yet higher price, (3) higher quality yet less empathy, (4) satisfied yet frustrated, (5) personalized yet intrusive, and (6) powerful yet vulnerable. For each paradox, we suggest brand response strategies to mitigate downside and manage potential upside.</p></div>","PeriodicalId":48347,"journal":{"name":"Business Horizons","volume":"67 5","pages":"Pages 549-559"},"PeriodicalIF":5.8000,"publicationDate":"2024-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0007681324000582/pdfft?md5=cf04aa5a0c28ea00e1ea2671f120dc01&pid=1-s2.0-S0007681324000582-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Business Horizons","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0007681324000582","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Generative artificial intelligence (GenAI) presents a disruptive innovation for brands and society, and the power of which is still yet to be realized. In the context of customer service, gen AI affords companies new possibilities to communicate, connect, and engage customers. This article draws on scholarly research and consultation with customer service leaders to present and discuss the possibilities for GenAI in the context of customer service, specifically GenAI chatbots. Importantly, this article presents potential paradoxes of GenAI-enabled customer service, adding to the debate about the role and impact of GenAI for brands. Specifically, we present six paradoxes of GenAI customer service: (1) connected yet isolated, (2) lower cost yet higher price, (3) higher quality yet less empathy, (4) satisfied yet frustrated, (5) personalized yet intrusive, and (6) powerful yet vulnerable. For each paradox, we suggest brand response strategies to mitigate downside and manage potential upside.
期刊介绍：
Business Horizons, the bimonthly journal of the Kelley School of Business at Indiana University, is dedicated to publishing original articles that appeal to both business academics and practitioners. Our editorial focus is on covering a diverse array of topics within the broader field of business, with a particular emphasis on identifying critical business issues and proposing practical solutions. Our goal is to inspire readers to approach business practices from new and innovative perspectives. Business Horizons occupies a distinctive position among business publications by offering articles that strike a balance between academic rigor and practical relevance. As such, our articles are grounded in scholarly research yet presented in a clear and accessible format, making them relevant to a broad audience within the business community.
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