You’ve Got that Magic Touch
The great Platters sang a song called The Magic Touch that had these lyrics:
You’ve got the magic touch
It makes me glow so much
It casts a spell, it rings a bell
The magic touch
They didn’t know it, but they were talking about non-AI – the human. And yet, AI has in some very real sense and must have, magic! The problem is, once a human knows it’s AI, something happens to the human: disappointment. So how does a business use AI and automation without losing the personal touch, that magic touch?
So how does a business harness AI’s efficiency without losing the human touch that makes interactions special?
Use AI as the Assistant, Not the Star
AI should be like backup singers—working behind the lead singer to make interaction with a customer seamless, but never replacing the lead completely.
Backup singers enhance a lead singer by providing harmonic support through layered vocals, which adds depth, richness, and complexity to the song, essentially “filling in” the sound around the lead vocalist and making their melody stand out more prominently by creating a fuller, more impactful soundscape. Listen to the Platters if you have a chance, and then think about how AI can back you up!
Harmonies. Singing complementary harmonies that blend with the lead vocal line, creating a richer and more textured sound. Use AI to build on your customer interactions! Talking with a prospect? Jump on Google to find a white paper to back up your position.
Website Texture. Adding different page qualities, like case histories or bogs a fuller website experience and provides contrast to your value proposition. Giving your blog for example YOUR personality will separate it from the run-of-the-mill blogs out there.
Emphasis on key brand characteristics. Providing stronger support on your core mission statements on the website like separate pages that are example of those values and mission emphasize the brand and emotional impact.
In other words, use AI to assist your team, not replace them. Train AI to recognize when human intervention is needed. You’ve seen this on many sites (i.e., ADP and others) who answer as AI, but then always give you the option to chat live with a human.
Use AI to Enhance, Not Replace, Real-World Interaction
AI should never remove the option for a human connection—instead, it should make human interactions more valuable. We have a client that identifies the AI as a “chatbot” up front. The chatbot serves only one specific function: answer questions about a local building law. It’s concise, clear, and imbedded on the website page as an iframe, allowing the client to surround the AI response with different options for the visitor. As a result customers feel recognized and valued—not just like another data point.
AI Can Assist, But Only Humans Can Create Real Magic
The challenge isn’t whether to use AI—it’s how to use it without losing the human connection that makes businesses thrive. It casts a spell, it rings a bell, the magic touch is you.