{"id":9999,"date":"2024-03-25T18:35:28","date_gmt":"2024-03-25T18:35:28","guid":{"rendered":"https:\/\/kotarbinski.com\/blogomarketingu\/?p=9999"},"modified":"2024-03-25T19:05:21","modified_gmt":"2024-03-25T19:05:21","slug":"czy-ai-nas-utuli-do-snu-na-lotnisku","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/czy-ai-nas-utuli-do-snu-na-lotnisku\/","title":{"rendered":"Czy AI nas utuli do snu na lotnisku?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Jeste\u015bmy na lotnisku. Nasz lot zosta\u0142 op\u00f3\u017aniony, a frustracja ro\u015bnie. Tradycyjnie, w takiej sytuacji, szukaliby\u015bmy pracownika linii lotniczej, aby uzyska\u0107 informacje i pomoc. A je\u015bli zamiast tego mogliby\u015bmy skorzysta\u0107 z aplikacji, kt\u00f3ra nie tylko poinformuje nas o statusie lotu, ale r\u00f3wnie\u017c rozpozna nasz stres i zaproponuje darmowy dost\u0119p do saloniku lotniskowego jako form\u0119 przeprosin?<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">To nie science fiction, a realne mo\u017cliwo\u015bci AI, kt\u00f3re coraz \u015bmielej wkraczaj\u0105 w obszar opieki nad klientem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Badania Ming-Hui Huang i Rolanda T. Rusta&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Badania Ming-Hui Huang i Rolanda T. Rusta pokazuj\u0105, \u017ce AI mo\u017ce by\u0107 wykorzystana nie tylko do identyfikacji emocji klient\u00f3w lepszej ni\u017c cz\u0142owiek, ale r\u00f3wnie\u017c do &#8222;udawania&#8221; empatii w interakcjach, zarz\u0105dzania emocjami klient\u00f3w poprzez szybsze generowanie odpowiednich rozwi\u0105za\u0144 oraz rozwijania relacji z klientami, podobnych do tych, kt\u00f3re tworzymy ze swoimi smartfonami. Brzmi obiecuj\u0105co, ale czy to mo\u017cliwe?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Badanie opiera\u0142o si\u0119 na g\u0142\u0119bokich wywiadach z wysokiej rangi mened\u017cerami marketingu i AI oraz na ankiecie w\u015br\u00f3d dyrektor\u00f3w marketingu (CMO).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Chatbot w linii lotniczej<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We\u017amy przyk\u0142ad firmy lotniczej, kt\u00f3ra wdro\u017cy\u0142a chatbota AI do obs\u0142ugi klient\u00f3w. Klient, zaniepokojony op\u00f3\u017anieniem lotu, kontaktuje si\u0119 z chatbotem. Dzi\u0119ki zaawansowanym algorytmom chatbot nie tylko rozpoznaje frustracj\u0119 klienta, ale r\u00f3wnie\u017c oferuje konkretne rozwi\u0105zania &#8211; dost\u0119p do saloniku lotniskowego, voucher na przysz\u0142e loty lub szybk\u0105 zmian\u0119 rezerwacji. Co wi\u0119cej, chatbot mo\u017ce &#8222;wyrazi\u0107&#8221; zrozumienie dla sytuacji klienta, co potencjalnie zmniejsza jego frustracj\u0119 i buduje pozytywn\u0105 relacj\u0119 z mark\u0105.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jednak jak podkre\u015blaj\u0105 autorzy badania, stoj\u0105 przed nami r\u00f3wnie\u017c wyzwania techniczne, takie jak konieczno\u015b\u0107 multimodalnego przetwarzania danych wej\u015bciowych i wyj\u015bciowych, wnioskowanie niewyra\u017conych emocji z wyra\u017conych sygna\u0142\u00f3w, czy rozwijanie in\u017cynierii odpowiedzi, kt\u00f3ra umo\u017cliwia generowanie rozwi\u0105za\u0144 dopasowanych do indywidualnych potrzeb klient\u00f3w.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wnioski z bada\u0144 Ming-Hui Huang i Rolanda T. Rusta&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Podstawowe tezy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>AI ma potencja\u0142 w lepszym rozpoznawaniu emocji klient\u00f3w ni\u017c agenci ludzcy, mo\u017ce &#8222;udawa\u0107&#8221; empati\u0119 w interakcjach, co sprawia, \u017ce klienci czuj\u0105 si\u0119 zrozumiani, mo\u017ce zarz\u0105dza\u0107 emocjami klient\u00f3w, generuj\u0105c odpowiednie rozwi\u0105zania szybciej ni\u017c ludzie, i mo\u017ce rozwija\u0107 intymn\u0105 relacj\u0119 z klientami, podobnie jak smartfon z jego u\u017cytkownikiem.<\/li>\n\n\n\n<li>Wymagania marketingowe dla customer care AI, obejmuj\u0105 dok\u0142adne rozpoznawanie wyra\u017conych emocji, zrozumienie perspektywy u\u017cytkownika bezpo\u015brednio z jego wej\u015b\u0107, dostarczanie og\u00f3lnych rekomendacji opartych na og\u00f3lnej wiedzy, a tak\u017ce budowanie po\u0142\u0105czenia emocjonalnego mi\u0119dzy u\u017cytkownikiem a AI, kt\u00f3re mo\u017ce niekoniecznie zapewnia\u0107 po\u0142\u0105czenie emocjonalne klient-marka.<\/li>\n\n\n\n<li>Firmy, kt\u00f3re u\u017cywaj\u0105 AI do poprawy dobrostanu emocjonalnego klient\u00f3w, a nie tylko do redukcji koszt\u00f3w, s\u0105 najbardziej zadowolone z u\u017cycia AI w opiece nad klientem, co wskazuje, \u017ce nie chodzi tylko o automatyzacj\u0119, ale tak\u017ce o dostarczanie warto\u015bci por\u00f3wnywalnej z agentami ludzkimi.<\/li>\n\n\n\n<li>Emocjonalne po\u0142\u0105czenie z klientami jest kluczowe dla zwi\u0119kszenia warto\u015bci klient\u00f3w i ich lojalno\u015bci, poniewa\u017c emocjonalnie zwi\u0105zani klienci s\u0105 bardziej warto\u015bciowi i lojalni, co przynosi firmie sta\u0142e przychody.<\/li>\n\n\n\n<li>Badania wskazuj\u0105 na techniczne wyzwania, kt\u00f3re in\u017cynierowie musz\u0105 pokona\u0107, takie jak bycie multimodalnym w wej\u015bciu i wyj\u015bciu, wnioskowanie niewyra\u017conych sygna\u0142\u00f3w z wyra\u017conych sygna\u0142\u00f3w, dostosowywanie do intencji docelowego klienta, posiadanie wiedzy zdroworozs\u0105dkowej i rozwijanie in\u017cynierii odpowiedzi. Ponadto przedstawia zestaw dyrektyw marketingowych dla wdra\u017cania i badania &#8222;maszyny opieku\u0144czej&#8221;.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Humanizm Marki 5.0.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AI nie zast\u0105pi ludzkiego kontaktu, ale mo\u017ce sta\u0107 si\u0119 jego cennym uzupe\u0142nieniem. Istnieje ryzyko, \u017ce nadmierna automatyzacja mo\u017ce sprawi\u0107, \u017ce klienci poczuj\u0105 si\u0119 &#8222;odhumanizowani&#8221;. <strong>Kluczem jest wi\u0119c znalezienie z\u0142otego \u015brodka, gdzie AI wspiera pracownik\u00f3w w opiece nad klientem, jednocze\u015bnie oferuj\u0105c klientom szybk\u0105 i spersonalizowan\u0105 pomoc.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">W erze cyfrowej, gdzie granice mi\u0119dzy \u015bwiatem wirtualnym a rzeczywistym coraz bardziej si\u0119 zacieraj\u0105, emocjonalne po\u0142\u0105czenie mi\u0119dzy mark\u0105 a klientem mo\u017ce okaza\u0107 si\u0119 kluczowym czynnikiem sukcesu. AI, z jej mo\u017cliwo\u015bciami rozpoznawania i zarz\u0105dzania emocjami, otwiera nowe horyzonty w budowaniu tych relacji. Czy jeste\u015bmy gotowi, aby powierzy\u0107 maszynom nasze emocje? Czas poka\u017ce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>\u0179r\u00f3d\u0142o: Ming-Hui Huangh, Roland T. Rusthttps, The Caring Machine: Feeling AI for Customer Care, Journal of Marketing, 2024.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Jeste\u015bmy na lotnisku. Nasz lot zosta\u0142 op\u00f3\u017aniony, a frustracja ro\u015bnie. Tradycyjnie, w takiej sytuacji, szukaliby\u015bmy pracownika linii lotniczej, aby uzyska\u0107 [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":10000,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[846,15,747,750,748],"tags":[1030,73,94,376],"class_list":["post-9999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-marketing-innowacje-trendy-rynkologia","category-innowacje-rynkologia-marketing-jacek-kotarbinski","category-marketing","category-naukowe","category-trendy","tag-ai","tag-badania","tag-blog-o-marketingu","tag-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"Jeste\u015bmy na lotnisku. Nasz lot zosta\u0142 op\u00f3\u017aniony, a frustracja ro\u015bnie. Tradycyjnie, w takiej sytuacji, szukaliby\u015bmy pracownika linii lotniczej, aby uzyska\u0107 informacje i pomoc. A je\u015bli zamiast tego mogliby\u015bmy skorzysta\u0107 z aplikacji, kt\u00f3ra nie tylko poinformuje nas o statusie lotu, ale r\u00f3wnie\u017c rozpozna nasz stres i zaproponuje darmowy dost\u0119p do saloniku lotniskowego jako form\u0119 przeprosin? 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Tradycyjnie, w takiej sytuacji, szukaliby\u015bmy pracownika linii lotniczej, aby uzyska\u0107 informacje i pomoc. A je\u015bli zamiast tego mogliby\u015bmy skorzysta\u0107 z aplikacji, kt\u00f3ra nie tylko poinformuje nas o statusie lotu, ale r\u00f3wnie\u017c rozpozna nasz stres i zaproponuje darmowy dost\u0119p do saloniku lotniskowego jako form\u0119 przeprosin? 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Nasz lot zosta\u0142 op\u00f3\u017aniony, a frustracja ro\u015bnie. Tradycyjnie, w takiej sytuacji, szukaliby\u015bmy pracownika linii lotniczej, aby uzyska\u0107 informacje i pomoc. A je\u015bli zamiast tego mogliby\u015bmy skorzysta\u0107 z aplikacji, kt\u00f3ra nie tylko poinformuje nas o statusie lotu, ale r\u00f3wnie\u017c rozpozna nasz stres i zaproponuje darmowy dost\u0119p do saloniku lotniskowego jako form\u0119 przeprosin? 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