Leigh Segall, CEO at Smart Communications on why transparency and human oversight determine whether the technology succeeds.
Generative AI has quickly become an essential tool across many organizations. Companies use the technology to streamline workflows, analyze large datasets and produce more personalized communications. When used correctly, AI can improve customer experience, accelerate service and strengthen competitiveness.
At the same time, consumer uncertainty is growing. As AI is increasingly used in customer-facing communications, questions arise about control, responsibility and transparency. Many people are unsure whether they are interacting with a human or a machine. As the technology grows more sophisticated, trust becomes an ever more central issue.
A global survey of more than 2,000 respondents shows widespread skepticism toward AI. Eighty percent say they are hesitant about using AI, especially in sensitive sectors such as finance and healthcare. At the same time, 63 percent express ethical concerns about generative AI, while 66 percent worry about security. Only 47 percent believe AI has the potential to improve corporate communication. This highlights a clear gap between the technology’s capabilities and customers’ perception.
Closing that gap requires openness. Companies need to be explicit about how and when AI is used and ensure there is always human oversight in the process. Customers want to know when they are interacting with automated systems and when a person is involved.
The survey finds that 77 percent consider it important for companies to be transparent about their use of AI in communications. Clearly labeling AI-generated content and AI-supported processes is therefore not a minor detail but a fundamental trust issue.
Expectations for communications also differ across generations. Older audiences value clarity, structure and comprehensibility, while younger users increasingly demand personalization and communications through the digital channels they prefer. Here, AI offers significant opportunities to tailor content to different audiences and individual needs.
Efficiency must never come at the expense of responsibility. To ensure communications are accurate, ethical and secure, human involvement is essential. That means quality-checking content, avoiding misunderstandings and ensuring the right tone—especially in situations that require judgment, empathy and contextual understanding.
Despite widespread hesitation, generative AI can create substantial value when used appropriately. Automation and personalization enable companies to respond faster and more precisely in conversations with customers. In the digital economy, where competition is constantly intensifying, communication becomes an increasingly important differentiator.
One core principle must always apply: the technology should never operate alone. Real benefits arise in the interaction between humans and machines. Human oversight allows organizations to leverage AI’s strengths while managing its limitations.
Generative AI has the potential to transform customer communication through greater efficiency, innovation and relevance. But without transparency, the technology risks undermining what matters most—customer trust.
Companies that openly disclose their use of AI and combine the technology with continuous human oversight not only build confidence but also create sustainable long-term customer relationships. In an increasingly digital world, transparency is not optional; it is a prerequisite for success.