By Vivian Jones
Improving the quality, reach, power, and versatility of artificial intelligence (AI), regardless of its function, depends on quality data, and this is nothing new. But beyond that, AI relies heavily on the quality of relationships between businesses and consumers, and while this may seem like a less obvious relationship, it is actually important for the advancement of the technology’s use.
It is well known that AIs need training and constant nurturing to become more efficient, but the data used to generate this evolution cannot come from just anywhere or be provided in any way. This is an issue that is very similar to what has been seen in recent years in relation to cookies, which provide data from third-party sources to feed marketing campaigns, but which are not as good as the primary data, the first-party data, provided directly by consumers to brands.
It is no different in the case of AIs. Primary data feeds AI databases more efficiently, allowing the AI to have better sources to consult when interacting with a consumer in customer service, for example. In addition, this data and its acquisition must follow laws, such as the General Data Protection Law (LGPD) in the case of Brazil, and guidelines issued by agencies such as the National Data Protection Authority (ANPD), also in the case of Brazil.
Therefore, the first point that needs to be highlighted here is that first-party data, or primary data, is essential for the advancement of technology, as it will guarantee the quality of the information generated, learned and returned to the consumer.
Following this line of reasoning, it is important to emphasize that primary data does not come from just any source. Provided directly by customers, it is based on a relationship of trust and respect between brand and consumer. The personalization generated by interactions based on this data was requested by the consumer. Here we can establish that a good relationship generates more data, generates data with greater quality and depth, and ends up directly impacting the training and nurturing of the entire customer relationship chain, of which AIs are a part.
This data is from a relationship built over time, with security and active personalization. It is a bond between brand and consumer. But this relationship does not end there. In order for a consumer to provide new data, gain in-depth information and interact with brands, especially through AIs, which are not human and already create barriers to dialogue, trust is needed, and this trust is only built when the brand commits to its customer.
Twilio’s 2024 Customer Engagement Report found that 6 in 10 consumers say protecting their data is the best way to earn their trust. When it comes to AI, the data shows that consumers want to know exactly how companies are using their data.
Furthermore, 491% of people say they would trust companies more if they were more open about how they use customer data in interactions with AI. Unfortunately, companies overestimate their level of transparency when it comes to AI, and so 91% of them believe they are transparent with their customers about how AI uses their data, even though only 48% of those customers agree to this.
These numbers need to change. With more transparency, more trust. With more trust, better relationships. With better relationships, more data is willingly shared. And with better data, better AIs. In the end, the system feeds back into itself, with superior AIs generating engagement and deeper relationships, even when the interaction does not come from the AI, but from human agents who are assisted by the AIs at different points of the service/sale/offer.
When it comes to building better AI, at Twilio we use the AI Nutrition Facts Label, which was created with the intent of giving consumers and businesses a more transparent and clear view of “what’s in the box” – how their data is being used – especially when it comes to training LLMs with suppliers. These labels empower customers to make informed decisions about which AI-powered capabilities they are ready to adopt.
All technology in the world depends on the human factor, which here translates into relationships, respect and trust. Why invest in AI if your company does not already invest in its customers? It is not enough to have AI at your brand's disposal if it does not respect the consumer. At the end of the day, it is just an investment that does not return everything it should and that can even generate losses and harm your relationship.
Invest in customer data platforms, invest in AI, invest in personalization, but above all, invest in your relationship with your customer, make sure you protect their data, respect them. This will make all the difference, because the evolution of technology begins with the evolution of human relationships!
Vivian Jones is vice president of Latin America at Twilio.
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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