Generative AI for Customer Service: Transforming Support in the Digital Age

The whole world has welcomed artificial intelligence into almost every aspect of everyday life. At the same time, the concerns for careful and responsible use of AI have also been coming under the limelight. One of the notable highlights associated with responsible AI usage points at GenAI hallucinations, which can affect the credibility of generative AI. The use cases of generative AI have opened the doors to numerous opportunities for businesses worldwide across different sectors.

The arrival of generative AI improved efficiency across different areas, including the development of marketing materials and streamlining customer service. Generative AI also promises massive shifts in the conventional approaches to work. However, the insidious threat of generative AI hallucinations places huge roadblocks in the path to large-scale adoption of AI. Let us learn more about GenAI hallucinations and how to avoid them.

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Understanding GenAI Hallucinations

Artificial intelligence has been modeled to think, act and work like humans. Just like humans come up with false or misleading answers when they don’t know how to respond to some questions, AI may also do the same. The basic explanation for generative AI hallucination is almost the same as generative AI models can offer nonsensical answers as factual responses. Businesses must know that AI hallucinations can invite legal challenges, affect critical decisions and lead to loss of trust.

You can get a better idea about GenAI hallucinations when you know why AI models hallucinate. AI hallucinations are the result of the approaches through which AI models learn and generate new content. Assume that a student has read multiple books in the library but has not learned how to use his knowledge in the real world. The student can connect different ideas and present convincing ideas, although some of them might not have any plausible impact.

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Common Reasons Underlying GenAI Hallucinations

The definition of AI hallucination suggests that it represents any situation where generative AI models present false and nonsensical answers as factual output. At this point of time, you might want to dive deeper into the gen AI hallucination meaning to identify the factors that lead to AI hallucinations. The most common culprits for AI hallucinations include insufficient or biased training data, complex prompts, model architecture and overfitting.

Generative AI models learn from the training data and their effectiveness depends on the quality of data. If the data contains biases or is incomplete, then the AI models will reflect the same flaws in output of the models. Similarly, unclear prompts can also lead AI models to generate made-up information just to serve responses. The internal working and learning approach of gen AI models are also some of the notable factors responsible for hallucinations.

The consequences of these factors can be far-reaching, especially in terms of legal conflicts. On top of it, businesses should worry about AI hallucinations as they can have a negative impact on customer trust, operational efficiency and brand reputation. You can find gen AI hallucination examples in which lawyers were fined for wrong citations and businesses had to incur massive losses due to fabricated financial forecasts.

For instance, an attorney in New York used ChatGPT to conduct legal research for an injury claim. The federal judge noted that the lawyer had provided quotes and citations that never existed. The generative AI tool had not only made them up but also suggested that they were available in all major legal databases.

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How Can You Avoid GenAI Hallucinations?

Businesses must understand the consequences of AI hallucinations and follow a multi-layered approach to address the limitations. The best way to avoid them involves a combination of human oversight and technical safeguards. On top of it, businesses must follow a culture of critical evaluation with generative AI to prevent hallucinations. The following points can play a major role in strengthening a business with protection from hallucinations.

1. Pay Attention to Data Quality and Governance

The foremost solution to GenAI hallucinations is data quality as high-quality data is essential for creating reliable generative AI systems. What can a business do to ensure high-quality training data for their generative AI systems? The easiest way to remove hallucination in generative AI models is through cleaning your training data. It is important to clean the training data by removing duplicates, irrelevant entries and outdated information. On top of it, businesses must also use robust data cleaning methods to ensure accuracy, timeliness, validity and consistency.

The next crucial recommendation for improving data quality involves building a knowledge base for each business. The knowledge base will serve as a reliable source of truth, which offers company-specific and accurate information. In addition, businesses should also use diverse and representative data to reduce bias.

2. Choosing and Enhancing Gen AI Models

The choice of a generative AI model can have a significant influence on the possibilities of AI hallucinations. You should know how to identify the language model for specific tasks. For example, you may need advanced models like GPT-4 for complex applications while lighter models will be useful for simpler tasks. However, choosing the right AI models may be difficult in certain cases.

The list of ways to solve the problem of hallucinations in AI also points at techniques like Retrieval-Augmented Generation or RAG. The primary advantage of RAG is the ability to connect generative AI models to external data sources in real-time. With the help of RAG, AI models retrieve relevant information for responding to different queries. As a result, the models are less likely to hallucinate and will provide factual responses.

Also Read: Gen AI Tools

3. Prompt Engineering

The way you interact with generative AI models also affects the quality of their output. You must learn about the importance of prompt engineering in eliciting desired responses from AI models. Businesses can avoid GenAI hallucinations by following the best practices of prompt engineering. The first recommendation anyone would give for prompt engineering is to maintain accuracy in prompts. When you give clear and detailed instructions with the relevant context to an AI model, you can expect credible responses.

Businesses can also use advanced prompting techniques to improve accuracy alongside understanding the decision-making process of AI models. Effective prompt engineering can also help you fight against AI hallucinations by repeating key instructions at the beginning and end of the prompts to obtain desired responses.

4. The Human Element

The overview of some ChatGPT hallucination examples, like the one involving a New York attorney, suggests that human intervention could have solved the problem. Rather than trusting the output of AI models blindly, businesses should choose the human-in-the-loop validation approach. Continuous feedback loops for checking AI outputs against actual data can play a vital role in reducing AI hallucination.

Businesses should also implement critical evaluation training to help employees evaluate generative AI outputs. On top of it, every business must offer transparency into the working of their AI models to reduce confusion in the event of AI hallucinations.

What’s next for intelligent technologies? Read our blog on Generative AI Predictions to learn about the emerging trends defining the future of AI.

Final Thoughts

The answer to ‘what is an AI hallucination’ establishes a direct link between quality of data, prompting techniques and human-in-the-loop validation. AI hallucination is the result of the ways in which AI models learn and respond to user queries. With the growing adoption of generative AI, businesses must avoid GenAI hallucinations to protect their brand and avoid financial losses. Learn more about the effective solutions to AI hallucination now.