A conceptual framework for improving human-AI collaboration in customer service within South Africa’s financial sector

Abstract

AI-driven tools such as chatbots, virtual assistants, and automated response systems have been widely adopted in South Africa’s financial services sector. These technologies offer advantages such as handling routine inquiries, providing financial guidance, and streamlining service delivery. This study investigates the factors influencing human- AI collaboration in customer service within South Africa’s financial sector. A comprehensive literature review was conducted to identify key factors influencing human-AI collaboration. This resulted in a conceptual framework with six guiding principles linked to collaboration guidelines. The framework highlights the ongoing, iterative interplay between factors influencing human-AI collaboration, principles, and guidelines, where principles initiate corrective actions, guidelines implement them, and the resulting changes shape new collaboration factors, sustaining the cycle.