Automakers are increasingly using artificial intelligence (AI) in various aspects of their operations. However, when it comes to interacting with loyal customers, AI may not be the most effective solution. Mercedes-Benz, for example, initially used AI for customer service, but found that it did not always meet customer expectations. When it comes to deciding whether to replace defective components after the warranty period, human expertise is often needed, rather than relying solely on AI.
Case in point: Mercedes-Benz initially used AI to make decisions on replacing faulty components, such as gearboxes in GLE Plug-In-Hybrid hybrid crossovers. However, the brand only agreed to replace one gearbox out of several incidents registered, highlighting the limitations of AI. The system does not consider important factors such as customer loyalty, service history, or technical complexity. As a result, excessive automation can lead to customer churn, damaging brand reputation and long-term sales. Industry experts believe that human specialists are often better equipped to handle complex customer inquiries, highlighting the need for a balanced approach that combines AI with human expertise.