How AI Is Transforming Your Feedback Tools: Fewer Vague Responses, More Valuable Insights

Feedback is worth its weight in gold. It allows you to tailor your service or product to the wishes and needs of your customer. On top of that, the world and economy are constantly changing. Tactics and methods that work today are no guarantee they’ll work tomorrow.

But let’s be honest: traditional feedback forms often produce shallow answers. What if you could turn those forms into a dynamic conversation that leads to deeper insights? In this article, we’ll explain how AI (Artificial Intelligence) is being used to collect and process feedback — and how, in one pilot, it resulted in 37% more relevant responses on average.

The challenge of traditional feedback tools

We’ve all seen them on websites and in emails: an NPS (Net Promoter Score) form. It usually asks: “How likely are you to recommend us to friends or colleagues?” followed by a feedback prompt like “What’s the reason for your score?” More often than not, the answers are short and vague — like “okay” or “good” — without offering meaningful insight. For organizations aiming for continuous improvement, that lack of depth can be frustrating. Especially if you're a marketing agency or professional relying on detailed insights to make decisions for clients.

37% more relevant responses thanks to AI

With advanced algorithms, AI can transform feedback collection by automatically asking follow-up questions in real time based on a respondent’s input. What does that mean in practice? When someone gives a vague or surface-level answer, the system detects it and responds with focused follow-up questions that include example topics to guide them. Many customers are willing to leave feedback but struggle to pinpoint exactly what to comment on. AI helps by asking clearer questions and offering feedback examples based on the given response.

Research from customers involved in the pilot showed a 37% decrease in shallow answers on average, with significantly more useful feedback thanks to those follow-up prompts.

Case study

A webshop specializing in technical components even saw a 62% increase in relevant feedback. They use NPS and CES forms and clearly noticed a difference in both the quality and usefulness of the responses.

Applications across different industries

The benefits of AI-powered feedback tools extend across multiple industries. For marketing agencies and professionals, this means deeper insight into customer experiences. With more relevant feedback, campaigns can be better targeted and customer satisfaction improved. HR managers can use this technology to analyze employee feedback more thoroughly, leading to meaningful improvements in personnel policies. Researchers also benefit from the richer data, enabling more accurate and in-depth studies and analyses.

Practical tips for implementing AI in your feedback process

1. Start with a strong foundation and transparency
Before integrating AI into your feedback tool, make sure you have a solid foundation. Your questions should be clear, and you should know what information you want to gather. This helps define the right parameters for the AI. Always communicate transparently that a question is AI-generated.

2. Train with relevant examples and data
The success of an AI-driven feedback tool largely depends on the quality of the training data. Provide the AI with examples of how it should respond, and give it context based on the questions being asked.

3. Monitor and refine
Implementing AI isn’t a one-time task — it's still software. It’s crucial to continually monitor how the tool is performing and identify areas for improvement. Regular evaluation ensures the quality of collected feedback keeps improving over time.

Conclusion

Integrating AI into feedback processes offers enormous advantages. By automatically asking follow-up questions and generating deeper analysis, this technology transforms a static feedback form into a dynamic conversation.

For anyone involved in gathering feedback — whether you’re a marketing professional, HR manager, or researcher — this technology offers an inspiring glimpse into the future.

By striking the right balance between technological innovation and a personal approach, we can create an environment where every feedback moment becomes an opportunity to learn and improve. This benefits not only organizations, but also the customers and employees who want their voices heard. Ultimately, it’s about striving for better and more meaningful interactions.