More and more brands are reaching for AI for its efficiency, speed, and scale. And why wouldn’t they?
But all too often, we see businesses dive in headfirst, hoping AI will fix everything. Without the right human input, it can lead to frustrated customers and damaged trust.
At Mazaru, we’re not anti-AI. Far from it. But we are pro-customer. That means using smart automation to take care of the heavy lifting - without losing the human touch your customers expect.
Here’s what we’ve learned:
1. Strategy first
AI can be smart, but it’s not psychic. It needs the right data, design and direction. That starts with humans setting clear, realistic goals. What do you want AI to do? And just as importantly - what shouldn’t it do?
There are some things AI just isn’t equipped for - like complex situations requiring nuance, judgment, or reassurance. With a solid human-led strategy, AI knows its role - and your customers get a better experience.
2. Empathy over Automation
It can be tempting to automate everything - but customers don’t want to feel like they’re talking to a machine. They want to be heard, understood, and valued. And a chatbot that says “I’m sorry you feel that way” without actually doing anything is a quick route to irritation.
3. Train it, test it, keep it sharp
AI isn’t plug-and-play. Think of it like a new team member - if you leave it in the corner with no support, it’ll never improve. But if you coach it, feed it useful data, and correct its missteps, it can become a powerful part of the team.
We help brands build that feedback loop - keeping AI aligned with tone of voice, purpose, and real customer needs.
4. Tone matters
Too often, AI defaults to generic, stiff language. Your tone of voice should reflect your brand and resonate with your customers - if it doesn’t sound like you, it’s not working hard enough. We’ll bring your tone of voice to life in every channel, from IVR to text to email. And design every message - automated or not - to sound like it came from someone who gets it.
5. Know When to Hand Over
Some situations just need a human touch. Complex issues, emotionally charged conversations, or anything that needs empathy and creativity - these are best handled by real people. The trick is designing systems that know when to step back and pass the baton.
We’re experts in building comms journeys that make that handover feel seamless - not like a battle to escape the bot.
Come and have a chat...
At Mazaru we work with brands to create smart strategies, train and guide AI systems, and design customer journeys that feel intelligent and human.
Whether you’re already using AI in your customer comms or just starting to explore it, make sure you’ve got the right people behind the tech. Because AI doesn’t have to sound artificial. Automation doesn’t have to feel inhuman. And no matter how advanced it gets, AI still needs us.
Put the human back in the loop.
We’ll show you how.
Just drop us a line or give us a call.