Drivers of Consumer Trust in AI Customer Service: A South African Context

Abstract

The paper discusses the role of innovation in artificial intelligence (AI) technology and its potential to stimulate further innovation. Research indicates that AI can be employed in various ways to create novel products, services, and processes and improve existing ones. However, there are stark and missing gaps that presents opportunities to research on areas such as; (a) Workers are facing difficulties in incorporating AI into their skill sets. Companies are; (b) failing to adequately assist workers in utilising AI for their own advantage and the advantage of their employers. Entities have; (c) a fiduciary responsibility to develop technologies that are ethically sound in terms of joblessness and morality. The; (d) high costs associated with implementing such technologies may outweigh the intended benefits. The paper’s findings show that although AI undeniably possesses the capacity to stimulate favourable transformation and ingenuity, it is incapable of achieving this unaided.