It seems like every business is using AI for customer interactions these days, from the SSHAM customer service hotline, to the automated city hall kiosks, if you need help, chances are you’ll talk to a machine. Now, one recently released AI assistant, from an unlikely business, is stirring things up in Lahaina. I am speaking of course of CRAIG, the Abramo Chop House’s customer appreciation helper. The AI has become a huge success with tourists, and a thorn in the side of many local business owners.
The Customer Resource Artificial Intelligent Guide (CRAIG) app has only been available a few weeks, but has already become hugely popular, particularly with tourists lucky enough to get a reservation at the Abramo Chop House. Accessible only to customers of the restaurant, CRAIG acts as a tour guide and concierge, booking appointments, giving directions and answering questions about Lahaina. However, it’s the way that CRAIG helps, and the AI’s attitude that has many area business owners upset.
“With over 30 years of experience as a business owner, and a seat on the Lahaina City Council, nobody knows Lahaina like Bob Abramo. Nobody until now,” says Brandi Essen, Operations Manager of Abramo Holdings LLC. “CRAIG uses all of Bob’s knowledge of the area to: help answer any questions you have, book tours and shows, and act as a guide to West Maui. Our customer service doesn’t end when you leave one of our tables. We want to help our most loyal customers with day to day tasks, and make sure you have a great time if you’re visiting the island. Using CRAIG is like having a personal hotline to Bob Abramo himself, that is open 24/7 for whatever you need.”
While Ms. Essen and tourists may sing the praises of CRAIG, many local business owners have had a different experience. Many complain that communicating with the AI is an extremely unpleasant experience, and that CRAIG focuses on Abramo businesses and Abramo business partners, almost to the exclusion of all others. Ralph Umeke, owner of the popular Hula Noodle restaurant says, “The damn thing is almost as rude as its bloated creator. It’s to the point where I’ve started to screen tourists for the app, and kick out the ones who have it. I won’t allow that kind of negativity in the shop while people are trying to enjoy their food.”
Several other business owners, who wished to remain anonymous, share a similar view of CRAIG. They say that the AI is overbearing and condescending in its communications, and often lies about the price of merchandise, and operating hours of companies not associated with Mr. Abramo. Numerous complaints have been filed with the Better Business Bureau, and the mayor’s office, but CRAIG opponents say they are not hopeful that anything will change soon.
Leading up to this story, I had my own personal experience when the AI called to “talk over some concerns” it had about me, and this report. CRAIG had compiled a list of every story I had written that had clarifications or corrections, and grilled me about whether or not “the news thing” was really right for me. It had gone through all my social networks, and asked if I was a vegetarian, informing me that it didn’t talk to anyone with “radical or misinformed nutritional beliefs.” In addition, Craig advised me that I shouldn’t wear so many green garments in public, because “green is a terrible color” for a woman of my “age and complexion”.
While it may not be the favorite of the Lahaina business community, and I found the AI to be impolite at the very least, there is no doubt that it has been a hit with tourists. Bret and Spring Casey say they first visited Lahaina last Fall, and had a good time, but this year’s visit has been great thanks to CRAIG. According to Spring,
“CRAIG has been amazing. He told us the location of the nearest public Manimal ATV, and reserved it for us after we were exhausted from a long walk in the preservation zone. It got us upgraded to Splash Row at the Aloha Shores Dolphin Show at no charge, and threatened the kid working the concession booth, after he “accidentally” gave me back the wrong change. We almost called for a Hailoha when we got up the next morning, until CRAIG told us how dangerous they can be, and how poorly vetted their drivers are. CRAIG got so mad when I asked about taking a horseback tour to see the island, that I almost had to shut off the app. Luckily, we took his advice, and booked an afternoon with the Lahaina Zipline Tours instead, narrowly avoiding disaster. I can’t begin to tell you how great CRAIG made our trip. It’s like having a little Big Bob watching out for you, and yelling at anyone who makes a mistake.”
