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AI will move at the speed of customer trust, not technology, says E.ON Next

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AI will move at the speed of customer trust, not technology, says E.ON Next

AI may be creating new sales channels and removing friction from customer journeys, but businesses cannot assume that every customer will adopt it in the same way or at the same speed, says Tim Lawless, digital AI enablement lead at E.ON Next ahead of CustomerX

It took Tim Lawless’s mother 15 years to trust the internet sufficiently to enter her credit card details online – an anecdote worth bearing in mind amid predictions that consumers are about to hand purchasing decisions, payment credentials and control of their household accounts to autonomous AI agents in a tenth of that timeframe. AI technology may be advancing rapidly, but customer confidence does not necessarily move at the same speed.

“Trust will stop your customers from adopting AI solutions in the way that the frontier labs think is going to happen,” says Lawless, digital AI enablement lead at E.ON Next ahead of his panel session on AI at CustomerX next month.

That does not, however, mean customers will reject AI, he says. Instead, adoption will be uneven across demographic groups, between sectors and even within the behaviour of an individual customer. Someone may happily ask an AI tool to suggest a restaurant or plan a holiday while remaining unwilling to let it switch their energy supplier, access their bank account or complete a transaction. The same customer can be an enthusiastic adopter in one context and deeply cautious in another.

For businesses, this makes AI much more than a technology project. It becomes a customer, product and channel strategy.


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