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The use of artificial intelligence can destroy the Mercedes-Benz brand

Dec 22, 2024 10:14 381

The use of artificial intelligence can destroy the Mercedes-Benz brand  - 1

Automakers are actively implementing artificial intelligence in all aspects of their operations. However, when it comes to communicating with loyal customers, AI algorithms often do not meet expectations - it is more effective to entrust this task to live specialists.

Mercedes-Benz service support began to use artificial intelligence to interact with customers, which allowed the brand to significantly save on employee costs. However, some decisions made by AI cause dissatisfaction among customers and can even make them abandon the brand.

The main problem is when making decisions about replacing defective components and assemblies within the framework of after-sales service. Each new car purchased from an official dealer has a factory warranty of 2 to 5 years (depending on the brand). However, even after its completion, car manufacturers, especially the so-called. premium, usually support their customers.

In the event of a failure of an important unit due to a factory defect, special programs such as Service Campaigns or Extended Coverage Programs operate, which extend the warranty coverage for certain components (for example, the engine, transmission or battery of hybrids).

Usually, the decision to replace expensive components after the end of the warranty is made individually. This process is carried out by the manufacturer's engineers and dealer service specialists. However, with the advent of artificial intelligence, such decisions are increasingly being delegated to machines. This allows brands to reduce labor costs and, depending on the AI settings, reduce the number of replacements of expensive parts.

As noted by Jan Brecht, IT Director of Mercedes-Benz Group AG, the company uses AI to communicate with customers. “I am sure that AI applications will help to further improve the user experience and optimize processes,“ he said.

However, practice shows that this approach does not always work perfectly. As an example, cases of gearbox failure in GLE Plug-In-Hybrid hybrid crossovers are given. Out of several incidents registered in Germany, the Mercedes-Benz plant agreed to replace only one gearbox using automated request processing under the service campaign program.

The automated system does not take into account such important aspects as the customer's brand loyalty, service history or the complexity of the technical problem. As a result, excessive automation can lead to customer churn, which puts the brand's reputation and long-term sales at risk.