The benefits of artificial intelligence are a function of business responsibility and user skill

We are at a stage where we are building the reputation of artificial intelligence. Therefore, businesses must realize the need to approach responsibly, conscientiously and honestly when using this technology in their business. Users need to be informed and critical when interacting with it.

The comment is from Gabriela Rumenova, founder of the online platform "We, the users". The reason for this is the continued growth of online shoppers in Bulgaria and the data from a representative survey that about 3.3 million people in our country have shopped online in the last 6 months.

In the Bloomberg TV Bulgaria studio, the expert emphasized the obligation of e-traders under current consumer legislation to ensure fast and effective communication with their customers. She stressed that even when using chat god-type AI to interact with customers, instead of traditional methods and real employees, this duty should be met. "These marketers need to be able to ensure that when AI is incorporated, people will get the help they need from this technology and that it will happen quickly," Rumenova said.

"The use of AI by businesses can improve the user experience and make the choice easier. For example, by helping the user see how it would look with what they plan to buy. Or how an appliance would work. In this way, it can reduce almost to zero the difference between buying something in a physical location and testing it there and ordering it online," the expert pointed out.

Rumenova recalled that the European Parliament has already voted on a bill on artificial intelligence and it is about to be voted on by the Council of the EU. "This will be a common European legislation and its main purpose is to protect the rights of consumers, but also to enable this technology to develop in the right way so that we can all benefit from it," concluded this highlight she.

"Users who send their online purchases with cards should be careful not to come across so-called duplicate sites," Gabriela Rumenova also said in relation to the information about more than 800,000 cheated in Europe and the USA by fake sites. She recommended that before entering their bank card details, they should make sure they are on the company's official website by reviewing the address, content and interface of the page, checking the possibility of real feedback and reading customer reviews.