For some time, the direction of travel has been less human interaction in our day-to-day lives, whether that is our personal or our work life. For buyers interacting with brands, the customer experience is also becoming increasingly de-humanised.

Digital transformation and advances in technology have brought buyers many benefits, including greater choice, speed, ease of purchase and convenience, not to mention cost-savings for the businesses themselves. With the speed of development, however, it is important that brands don’t go too far and completely dehumanise the customer experience.

Why? AI cannot replicate human warmth and empathy, solve complex problems with sensitivity or provide the reassurance to make customers feel secure and fairly treated. In a recent survey for example, 74% of respondents said they felt their banking wasn't "personal enough”, and 47% said chatbots simply aren't answering their questions.

And, humanising the customer experience goes beyond transactional interactions, it means fostering the emotional connections and understanding that distinguish a brand. By prioritising the human element, businesses can create a distinct competitive advantage and nurture long-term, profitable customer relationships.

Our infographic highlights six reasons why, to be successful, brands need to retain a thoughtful and human-centred approach, with a good balance between AI and human interactions.