Management article
Why AI Customer Journeys Need More Friction
Renée Richardson Gosline · Harvard Business Review · June 9, 2022
HBR access restrictions may apply. Summary and application written by ClarityPlan; no endorsement by the publisher is implied.
Editorial summary
Gosline distinguishes friction that obstructs people from friction that protects their choices, understanding, and autonomy. She encourages organizations to examine where AI-supported experiences need deliberate checks and greater transparency.
ClarityPlan application
Review one recurring process. Identify steps that create avoidable effort and steps that protect accuracy, informed choice, privacy, or access to human assistance. Test changes against both efficiency and the experience of the people served.
Evidence limits. Published in 2022. Technology examples, forecasts, and statistics reflect that period. This management article offers a framework for examining friction; it does not establish that adding review steps always improves outcomes.