Improving customer experience with artificial intelligence by adhering to ethical principles

The intensive development and application of artificial intelligence technologies in organizing interaction with clients is accompanied by such difficulties as: the client’s unwillingness to communicate with the robot, distrust, fear, negative experience of the clients. Such problems can be solved by adhering to ethical principles of using artificial intelligence. In scientific and practical research on this topic, there are many general recommendations that are difficult to apply in practice, or, on the contrary, that describe the methods for solving a highly specialized technical or management problem. The purpose of this article is to determine the ethical principles and methods, the observance and implementation of which would increase confidence in artificial intelligence systems among client of a particular organization. As a result of the analysis and synthesis of the scientific and practical investigations, as well as the empirical experience of Russian and foreign companies, the main areas of application of artificial intelligence technologies affecting the customer experience were identified. The ethical principles recommended to be followed by business have been formulated and systematized. The main methods have been also identified to enable implementation of these principles in practice, and so to reduce the negative effects of customer interaction with artificial intelligence and increase their confidence in the company.