Customers are concerned about ethical AI use

A 2,000-participant survey by Forbes Advisor found that 58% of customers are concerned about AI answers in chat. Even with how quickly language processing tools are advancing, people can’t help but worry about data use, inaccuracy, and misinformation. For teams leveraging AI for customer service, building trust through ethical practices is key to addressing these concerns.

How to build trust in AI responses

Even without disclosing AI use directly to your customers, implementing and maintaining ethical practices can help build a strong foundation of trust.

1. Maintain strict data privacy and security standards

Choose AI tools with transparent privacy policies and limited data access. As a guideline, look for tools that have a zero data retention policy, a data processing agreement (DPA), are SOC 2 Type II compliant, and adhere to the General Data Protection Regulation (GDPR) law.

Benefit: By ensuring secure data handling, brands reassure customers that their personal information is protected.

2. Implement rigorous QA processes

Establish a quality assurance workflow where AI responses are regularly reviewed and rated for accuracy, tone, and helpfulness. 

Benefit: Consistent QA practices ensure AI interactions remain high-quality, maintaining customer trust and preventing misinformation.

3. Set up an escalation process for complex inquiries

Configure your AI to recognize complex or sensitive inquiries and automatically route them to seasoned human agents. These inquiries could include high-value orders, complaints, or questions that require a nuanced response.

Benefit: Streamlines support and increases customer trust.

4. Regularly update AI responses or your AI’s knowledge sources

Incorporate commonly requested information, customer feedback, and any product or policy changes to your AI’s knowledge sources.

Benefit: This practice demonstrates to customers that AI is responsive and continuously improving, reinforcing trust in AI’s role in support.

What success looks like: LSKD

Australian sportswear brand LSKD used Gorgias’s AI Agent to help manage their growing ticket volume.

In just a month, 20% of emails were solved by AI responses. “We were initially nervous about using AI, but it has quickly proven its worth. Our community members have even mistaken the AI Agent for a real person, which speaks volumes about how well it aligns with our brand voice,” said Zoe Cranney, LSKD’s Community Experience Expert.