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AI Beyond Automation

The idea

AI isn't just about automating tasks anymore. The argument is that while many businesses are using AI to cut costs and scale their operations, this approach can make their products and services feel generic and unremarkable. Think about it—every company is automating customer support, personalizing onboarding, and optimizing their processes, but in doing so, they risk losing the personal touch that keeps customers coming back. The idea is to use AI in a way that adds value and surprise, making interactions memorable and unique. For instance, if a customer mentions they didn’t get to have a New York hot dog during their visit, an AI could flag this and a human could surprise them by delivering a hot dog. This isn't just about efficiency; it's about creating experiences that stand out and make customers feel special. By focusing on unreasonable hospitality, you can use AI to do things that your competitors wouldn’t even consider doing manually, turning interactions into moments that customers won’t forget.

Why it works

• AI goes beyond mere automation by enabling personalized experiences. For instance, when a customer mentions they're missing a New York hot dog, an AI can surprise them with a video of a hot dog. This unexpected gesture makes a lasting impression.
• AI also excels in providing timely and relevant support. When a customer support ticket is flagged, an AI can send a personalized video message, making the interaction feel more human and memorable.
• By focusing on unreasonable hospitality, businesses can differentiate themselves. Personalizing onboarding experiences and researching customer details upfront can create a unique and engaging journey that competitors find hard to justify, making the customer experience truly special.

The playbook

1. Automate but don't just scale. Instead of automating routine tasks, use AI to enhance your customer experience. For instance, when a customer mentions missing a local delicacy, flag the issue and have a team member surprise them with one. This human touch makes a lasting impression.

1. Personalize onboarding. As the argument suggests, leverage AI to research and personalize onboarding experiences. Tailor the process to fit each customer's unique needs, making it feel bespoke and valuable.

1. Leverage AI for surprise and delight. Implement AI to detect and respond to customer comments and needs in real-time. For example, if a customer expresses excitement about an upcoming launch, use AI to send personalized videos and messages that feel spontaneous and heartfelt.

1. Create memorable moments. Use AI to gather data and insights that help you anticipate and cater to customer needs. Surprise them with unexpected gestures, like delivering a hot dog or organizing a special event, that make their experience extraordinary.

1. Stop following the crowd. The argument is that while everyone is using AI for cost-cutting and scaling, you can differentiate by doing things that are unreasonable and surprising. This might mean investing more in customer relationships, even if it’s not the most efficient use of resources.

Where people get it wrong

Where people get it wrong is in focusing solely on automation. The argument is that while automation can reduce costs and increase efficiency, it often leads to a generic and impersonal experience. Here are a few specific failure modes:

• Automating routine tasks without adding value: Justifying AI use by cutting costs and automating support without considering the customer experience. Instead, focus on using AI to provide personalized interactions that exceed expectations.

• Failing to understand the uniqueness of your brand: Just scaling AI to mimic competitors' practices can make your business feel soulless. Instead, leverage AI to create unique, memorable experiences that set you apart.

• Overlooking the human touch: Treating every interaction as a transactional process can make customers feel unimportant. Instead, use AI to enhance human interactions, providing surprises and personal touches that leave a lasting impression.

By avoiding these pitfalls, you can use AI to create a more engaging and memorable customer experience.

Do this next

• Start personalizing customer support. Use AI to flag customer issues and route them to the right person, who can then send a personalized video message.
• Surprise and delight your customers with unexpected touches. For example, if a customer mentions they missed a local delicacy, send them a video of the item from a nearby vendor as a surprise.
• Enhance onboarding experiences with AI. Have the language model research everything about a new customer and tailor the onboarding process to their specific needs and preferences.
• Break away from generic AI solutions. Don't just automate support; use AI to do things that competitors wouldn't consider worth the effort, like creating custom videos for milestone celebrations or anniversary messages.