Claro bets on AI as a co-pilot in customer service, Vivo takes the opposite path

Claro chooses AI as a co-pilot in customer service, while Vivo bets on robots

Claro has decided to take a different path from Vivo in the use of artificial intelligence for telephone service. No autonomous robots directly attending to customers. The operator is investing in AI as a co-pilot, a tool to assist human attendants. Imagine the scene: you call Claro's customer service, and while talking to a human, the AI is there, behind the scenes, noting information and adjusting the script as the conversation progresses.

Márcio Carvalho, Claro's marketing director, was emphatic in stating that AI will not replace human attendants. It will be present to provide real-time data, such as whether a customer has overdue bills or has called before. It's like having an invisible assistant that helps understand the context and speed up problem resolution. The idea is that the well-trained machine can quickly fetch information while humans handle the nuances and emotions that only they can perceive.

Vivo bets on total automation

While Claro adopts this collaborative approach, Vivo is experimenting with something bolder. The company plans to use AI for the initial screening of calls. The idea is for the machine to filter calls and direct them to specialized assistants, also based on AI. This project, still in the pilot phase, is set to start in September. But it is still unclear how Vivo will communicate to customers that they are talking to a machine.

The discussion about the use of AI in customer service is heating up, especially in Europe, where new rules require that chatbots and automated systems be transparent about their nature. This raises an interesting question: to what extent are customers willing to interact with machines without knowing they are machines?

The dilemma between efficiency and empathy

Claro's decision to keep humans in charge, with AI as support, can be seen as an attempt to balance efficiency and empathy. After all, no one likes to feel like they are talking to a wall. On the other hand, Vivo bets on automation to gain agility and, perhaps, reduce costs.

In the end, the choice between a more human or more automated service may depend on the customer's profile and the type of service they seek. But one thing is certain: artificial intelligence is increasingly present in our lives, and companies are testing different ways to integrate it into customer service. The lingering question is: which approach will win the hearts of consumers?