Recently, Peru’s government issued a law that protects the rights of consumers to have the alternative of personal attention whenever the provider offers an automated attention system assisted by artificial intelligence or digital assistance.
It is a common practice for suppliers to provide their customers with automated attention through digital assistance or “bots” to address questions faster and handle multiple requests simultaneously, to improve customer experience. However, the new regulation implies a challenge for retail companies that handle hundreds of calls per day, as they will now have to provide additional attention through human personnel for those consumers who require it.
The enacted regulation amends the Consumer Protection and Defense Code, guaranteeing consumers’ right to personal attention in automatic channels such as WhatsApp, phone calls, chatbots, and others.
Original source in Spanish.
