Let’s Unpack AI: When Less Human is More

As businesses inject AI into every facet of operations—from marketing buzzwords to the nuts and bolts of customer service—there’s a growing temptation to make AI agents as “human” as possible.

Here’s the hot take: when AI starts feeling too real, it can actually backfire, leaving customers more alienated than aligned.

Why? Let’s explore the pitfalls:

  • Over-familiarity: AI that’s too friendly can crash just when customers need solid support, not quirky banter.
  • Misinterpretations: When AI gets it wrong, minor customer issues can escalate into unnecessary drama, eroding trust.
  • Unrealistic expectations: If AI tries to act as a therapist, customers may expect empathy from something that lacks emotions—or shoulders to cry on.

These challenges are a wake-up call: AI should focus on staying professional, not personal.

Reframing AI: Salesforce’s Guide to Professional, Not Personal

Salesforce is leading the charge in redefining AI’s role, advocating for impactful, professional AI that complements human interactions.

Here’s how they suggest threading that needle:

1. Define Roles, Don’t Blur Them

AI is a tool, not a teammate. Its job is to process—not empathize.

Example:
A financial services firm implemented an AI chatbot to help users navigate investment options. Instead of offering personal advice, it stays within its guardrails:

“I can show you data trends, but please consult a human advisor for personalized investment advice.”

Salesforce tools, like Drift or Salesloft AI, allow businesses to set clear guardrails, ensuring AI sticks to business-relevant conversations.

2. Clear as Day Transparency

Every AI interaction should start with full disclosure. Transparency isn’t just ethical—it’s increasingly required by law.

Example:
A SaaS company uses a chatbot to handle customer questions about orders. To manage expectations, the bot introduces itself upfront:

“Hello! I’m a virtual assistant here to help track your orders and answer FAQs.”

This approach builds trust by setting clear boundaries on what the AI can and cannot do.

3. Enhance, Don’t Endanger

AI should support your team, not replace it. It’s about boosting effectiveness—not cutting jobs.

Example:
A tech company employs an AI chatbot to handle initial troubleshooting. This frees up their human customer support team to focus on complex issues requiring empathy and expertise.

One of Salesforce’s customers, Foxit, uses a similar model, keeping their “Sales Agent” and “Customer Support Agent” functions separate while optimizing both.

4. Inclusive by Design

AI should be intuitive and accessible to all, regardless of tech-savviness or physical ability.

Example:
Microsoft has integrated AI with real-time captioning and translation in executive sessions. By leveling the playing field, every voice is heard—no matter the accent or amplitude.

Source: https://www.bbc.com/worklife/article/20240905-microsoft-ai-interview-bbc-executive-lounge 

Why This Matters

For trailblazers in marketing, sales, and customer support, perfecting AI integration is more than a technical challenge—it’s a strategic imperative.

Salesforce’s insights provide a roadmap for leveraging AI that complements human efforts without complicating them.

With the AI market expected to hit $47 billion by 2030, businesses must prioritize growth that simplifies rather than stifles. By keeping AI grounded, Salesforce ensures technology serves both companies and customers, preserving strong relationships while scaling for the future.

By keeping AI in its place—efficient, transparent, and inclusive—businesses can unlock their full potential without losing the human touch.

Keeping AI in Check to Stay Ahead

AI is a powerful ally when implemented with thoughtfulness and purpose. By defining clear roles, maintaining transparency, supporting human teams, and designing inclusively, companies can ensure their AI serves as a complement—not a competitor—to human efforts.

Salesforce’s approach highlights that the key to success lies in balance. It’s about finding that sweet spot where AI enhances efficiency without losing the authenticity of human interaction.

As businesses continue to embrace AI, let’s remember: the best technology is the one that amplifies what makes us human—our creativity, empathy, and ability to connect. When AI knows its place, it doesn’t just work for us; it works with us to build better, stronger relationships.