Robots vs. Ritual: When AI Disrupts the Customer Experience

Artificial Intelligence offers many opportunities to enhance the human experience, and I see them as exponential. The more that we evolve and play with these technologies, the more opportunities that will emerge. Depending on the goal of your business, technology like robotics can greatly enhance the customer experience in ways that were previously unattainable. However, when the experience is disrupted, technology can cause a chasm between you and your customers.

I recently visited a coffee shop featuring robot baristas. I was meeting a client, and we were there to observe the experience as well as think through the evolution of his own coffee business. While being located centrally in downtown Seattle, the shop had an almost juice bar sparseness with standing room and little seating. There was a ‘self-serve’ fridge containing sandwiches and baked items for sale. The most imposing part of the space was the three large robotic arms behind the counter pulling shots, steaming milk and placing their finished product somewhat awkwardly on the counter.

In addition, there was a single attendant to assist primarily with technical difficulties (which happened two times during the 30 minutes I spent there) but also to make drinks that the robots had not been trained on. While we were absorbing the setting and asking the attendant questions, the robots continually introduced themselves, and even stared at you if you stood in the same position without ordering anything. Absent was the buzz of community, headphone laden workers typing away and friends meeting for a catch up.

We left to find a different location for our meeting, having learned some valuable lessons. While technology like robotics has an evolving place in customer experiences, such a blatant display disrupted the social tradition of using the coffee shop as a meeting place. The ritual of grabbing a coffee in Seattle is etched into our very soles. The experience is a treat, a boost to your day, and something you can’t recreate at home.

Even if you can create a streamlined operation using evolving technology, for consumer products it is still vital to build around your customers or risk losing them to those that do.