Why AI Customer Journeys Need More Friction

Friction isn’t always a bad thing, especially when companies are looking for responsible ways to use AI. The trick is learning to differentiate good friction from bad, and to understand when and where adding good friction to your...

It's become synonymous with the word "pain point" in marketing circles. Conventional wisdom says it's crucial to eradicate it to build a customer-centered strategy. Taking a cue from policy applications of behavioral economics, marketers try to push people along the customer journey in order to make them want to stay. Artificial intelligence has become the go to tool for removing obstacles that slow down efficient customer journeys. Covid-19 has helped accelerate this digital transformation trend by creating demand for more customer experiences that reduce points of potentialfriction, like in-person human interactions.