What is AI feature adoption rate and how do I start measuring it?

Natalie Smithson
AI enthusiast | Tea addict | Focused on using AI assistants to win the working week

What is feature adoption rate?

The feature adoption rate measures the percentage of users who actively engage with and use particular features or capabilities within an AI system, like chatbots. This metric gives insights into how effectively customers accept and interact with developing features.

A high feature adoption rate signifies successful customer engagement and can increase your satisfaction score, showing effective use of AI tools to enhance service delivery.

How do you calculate your feature adoption rate?

Calculating the feature adoption rate involves dividing the number of users actively using a specific feature by the total number of users eligible to access that feature. This simple calculation offers a clear indication of how well customers engage with the capabilities of the AI assistant. Your team members can then use this metric to report on the success and usability of various AI-powered features, guiding decisions for future improvements, and focusing on aspects that drive maximum customer engagement, especially engagement in real time since this is one of the greatest advantages of being able to use AI to support customers 24/7.

How to start thinking about AI adoption rate

The first thing to focus on when you launch an AI assistant is the adoption rate of the tool itself. Customers are now used to AI automation tools ― since 2020, chatbot use has doubled, and with large language models (LLMs) like GPT arriving in 2022, AI is no longer an alien buzzword. That means your customers are getting happier all the time to accept automation because they’re familiar with it. For Legal & General Insurance, even before 2020, 83% of customers using their AI assistant were already turning to it first over traditional methods of contact like phone and email. Start tracking how many of your customers use your AI assistant and, if the rate is low, you can work on improving it:

  • Market your AI assistant in all the places you know your customers already hang out, like email newsletters with a good open rate or social media channels.
  • Run a competition to name or re-name your AI chatbot, so people feel involved and invested in the transition from the start.
  • Integrate your AI assistant with all your most-used business systems like HubSpot, Jira or Zapier, so it can do more to serve your customers. If it’s only a questions and answers style bot with limited capability, customers won’t benefit from it or use it, let alone enjoy it.
  • Make sure your AI assistant appears on prominent pages that are well-used by customers.
  • Use a chatbot welcome message that pops up when customers visit your digital channels, so they know your AI assistant is there to help.
  • Place a QR code that links directly to a chat with your AI assistant on physical products, equipment or in spaces where customers might use it, like in a train compartment, on a vending machine, or on an advert in an external space.

Once your AI assistant itself has a good adoption rate, then you can explore the adoption rate of particular features you want to push. These might include:

“Multimodal interactions in AI will drive adoption across different channels and provide proactive and personalised experiences. When AI is able to analyse text, images, audio, video, and other types of data seamlessly, we get closer to mimicking our own ability to process information through various inputs and gain a more in-depth understanding of our customers.” ~ Joanna Geronimo, Senior Full Stack Developer at EBI.AI

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How significant is feature adoption rate in customer service?

Feature adoption rate helps determine how successful your chatbot interactions are and if your customer satisfaction score (CSAT) goes up with the introduction of AI tools like chatbots. It provides a metric for evaluating feature effectiveness and optimising customer experiences.

What role does customer feedback play in enhancing feature adoption rates?

Customer feedback is invaluable for improving feature adoption rates. It helps you understand customer preferences, pain points, and areas you need to improve. All of this can help reduce customer churn and increase your customer satisfaction score.

Can feature adoption rates vary across different customer demographics?

Yes, feature adoption rates can vary significantly based on customer demographics. Understanding these variations is essential for tailoring features to different customer segments and improving your overall adoption rates.

How can I ensure continuous improvement in feature adoption rates?

To ensure continuous improvement in feature adoption rates, you should regularly analyse AI chatbot data, adopt a customer focused mindset, provide ongoing training and support for your teams, so they understand the opportunities AI provides for them too, and iterate based on customer feedback and changing customer needs.