Understanding AI for business growth

Barry Urquhart, Managing Director, Marketing Focus

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When it comes to the cascade of AI tools entering the market, be wary of relying too heavily on them to communicate with your audience. Customer service legend Barry Urquhart insists there is nothing more frustrating than having to deal with AI bots, when all customers or clients want is to speak with a real human. While AI can enhance efficiency and productivity, he says, it should be used to complement human interaction rather than replace it. So, before investing in new AI technologies, businesses should assess and optimize their existing resources and capabilities.