Why AI Customer Journeys Need More Friction

Posted: 1 May 2023

See all articles by Renee Gosline

Renee Gosline

Massachusetts Institute of Technology (MIT) - Sloan School of Management

Date Written: June 09, 2022

Abstract

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 customer journey can give customers the agency and autonomy to improve choice, rather than automating the humans out of decision-making. Companies should do three things: 1) when it comes to AI deployment, practice acts of inconvenience; 2) experiment (and fail) a lot to prevent auto-pilot applications of machine learning; and 3) be on the lookout for “dark patterns.”

Keywords: AI, Behavioral Science, Friction, Behavioral Economics, Machine Learning

JEL Classification: M, M3

Suggested Citation

Gosline, Renee, Why AI Customer Journeys Need More Friction (June 09, 2022). Harvard Business Review, 2022, Available at SSRN: https://ssrn.com/abstract=4425723

Renee Gosline (Contact Author)

Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )

100 Main Street
E62-416
Cambridge, MA 02142
United States

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