Your Next Brand Ambassador Might Ghost You

If your customer’s best friend becomes an AI brand rep on WhatsApp, who’s responsible when that “friend” misquotes your return policy, and costs you a lawsuit?

AI agents are evolving from tools to companions, blending into customer lives through messaging apps like WhatsApp. Businesses love the intimacy: AI agents can sell, support, schedule, and even remember birthdays.

But with great data comes great risk. Air Canada’s refund fiasco showed how wrong a “friendly” AI can go. Meta’s betting billions on this intimacy-at-scale model, with WhatsApp campaigns already driving above-average conversation rates for firms like Verizon.

As AI crosses into emotional territory, the question is no longer whether these agents can talk to customers but whether they should. Will your brand’s next reputation crisis come from an over-eager AI agent? Where should we draw the ethical line in customer intimacy?

Read the full article on Wall Street Journal.

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