APRIL -2022MARTECHOUTLOOK.COM 9our customers confidence that actions promised have been fulfilled with an automatic confirmatory message. Ultimately, consumers will be able to get to where they want quickly and naturally.We're designing and testing this right now to make sure we get it right and it will soon roll-out more widely ­ allowing us to harness the best of our voice channels to have conversation and our messaging services, MyAccount links or SMS, to share more complex information.I don't mean that every conversation should be automated ­ absolutely not ­ but striking the balance between immediate service via a AI driven conversation, and the ability for our reps to step in to pick up a complex, stressful or high impact conversation as needed, provides an overall stronger customer experience.USING ROBOTS TO CRACK DOWN ON CRIMINALS Another example of AI­ specifically Machine Learning ­ is in preventing fraud.Uncovering insurance fraud can be complex and a resource-intensive process and as a broker, we often face fraudsters who are industrious in their efforts to get fake policies past us. Earlier this year, we launched a new process that incorporates machine learning algorithms to prevent policies being taken out fraudulently. We're keeping the details close to our chests but let's say, the technology is one of the most sophisticated examples of machine learning algorithms in our business. It analyses thousands of pieces of information in a split second in a way a human could never do. It's so fast, the customer on the journey doesn't even notice the lag and what's more, it's highly accurate.It's yet another prime example of the way AI is benefiting customers as it helps reduce the losses to the business and our insurer partners from fraud, helping to keep customer premiums lower. It means less waste in the insurance market and better value for customers, who are also less likely to be implicated in fraud by extension.These are just some of the ways AI is already changing the customer service landscape­ providing support and collaboration alongside and in unison with the human touch.Like any new technology, it's use comes with a healthy degree of scepticism and concern from consumers.Who hasn't been served a suspicious advert after a conversation within earshot of Alexa?Our ethics committee sits over the decisions we make around new applications of models, data and algorithms. We have a set of embedded guidelines in developing new services underpinned by AI, which ensures transparency and visibility as programmes are brought to life. GIVING OUR CUSTOMERS CONFIDENCE THAT ACTIONS PROMISED HAVE BEEN FULFILLED WITH AN AUTOMATIC CONFIRMATORY MESSAGEThomas Bradley
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