In every interaction, two core parts of the brain are stimulated — the emotional response center, the limbic system, and the logical response center, the neocortex. The human brain taps into each of these areas to decide which brands to work with, trust, and praise or criticize publicly by reconciling past experiences and emotions, as well as predicting future emotions and experiences. Understanding this human behavior is core to understanding where and how AI can fit into the customer’s experience. Emotions and human connection are key for going deeper than leveraging a bot to find a solution.

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