How to Maintain Your Brand Identity With Conversational AI

Conversational AI tools like Siri and Alexa have become powerful ways for brands to communicate with their customers. Offering 24/7 response time and easing the burden on customer support teams, it's easy to see why so many businesses have adopted this powerful tool.

However, turn-key AI tools — while easy and efficient — may not project the brand voice that your business has worked so hard to cultivate. Just like your support team or your marketing copy, your AI speaks for your business, so figuring out how to integrate effective natural language processing with your brand identity is a must. The right conversational AI tool will combine a robust AI with a deep backlog of interactions with customizable tools that let your brand shine.

Consider who your AI is

Your AI will speak to your customers as the embodiment of your brand. Are they gendered, or gender-neutral? Quick and efficient or friendly and outgoing?

It's likely that you've already worked through similar branding exercises in a marketing capacity or when scripting customer support responses. This is similar, except that instead of listening to your brand, generally, or an employee, specifically, they will be listening to a representative entity, so it may be useful to imagine them embodied in a more literal sense than other brand guidelines. Will your AI respond to a name? Will they have a user icon? Do they use contractions or even slang? Siri and Alexa, two of the most iconic conversational AIs, have their own names unique from their brands and fairly distinct personalities.

Siri and Alexa, of course, have a third rival — Google Assistant. And Google Assistant projects a certain branded identity just as well as its compatriots; you'll never forget who makes Google Assistant, and you're less likely to want to have a casual chat. A conversational AI tool does not need to be particularly witty or personable if that's not a customer experience goal for you.

Find a customizable conversational AI

The right AI tool will have the hard work of building a learning, speaking machine done for you. Your job will come in at shaping how the AI "learns" how to speak into your own branded voice.

Sophisticated modern AI chatbots have customizable content — that means you can script certain conversations to ensure they flow in an intentional and designed way. These conversations should move fluidly between scripted material and naturalistic responses to customer prompts through integrated natural language processing.

Look towards the aspects of your customer experience that work

Conversational AI can do a lot to enhance customer experience — tackling some questions, directing people to the right resources for others, and providing 24/7 attention when and where the customer needs them. But it's likely that your current customer experience, whether it's a help desk, a customer support team or brick-and-mortar associates, are doing a lot that successfully communicates your brand and allows your customer to communicate easily and efficiently.

Rather than starting from zero, build off of what's working about your current customer experience and interactions and try to integrate those elements into your conversational AI. This will help make your overall brand experience more fluid and will make the job of building your branded AI easier as well.

Source: iQuanti, Inc.

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Categories: Artificial Intelligence and Expert Systems

Tags: artificial intelligence, brand identity, conversational al, customer support