70% of customer service to rely on AI by 2028: Gartner

CONNECTICUT, UNITED STATES — As generative artificial intelligence (GenAI) becomes increasingly embedded in mobile devices, customers are shifting away from traditional service channels in favor of more intuitive, conversational AI assistants. 

According to a Gartner report, 70% of customer service journeys will begin and be resolved through third-party AI assistants integrated into mobile devices by 2028. This trend reflects a growing preference for low-effort, efficient solutions over the often complex and time-consuming processes offered by company-owned support systems.

Platforms like YouTube and Reddit are already gaining traction as go-to resources for resolving service issues, particularly among Gen Z and millennials. These shifts challenge businesses to rethink their customer service strategies in order to meet evolving consumer expectations.

Conversational AI redefines customer support

Patrick Quinlan, Senior Director Analyst at Gartner, highlighted the disruptive potential of generative AI (GenAI) in mobile devices. 

“As customers increasingly ask their devices to solve service issues, companies will need to decide whether to compete with these experiences or embrace third-party experiences,” Quinlan explained.

Businesses choosing to compete will need to upgrade their mobile apps with conversational interfaces capable of leveraging knowledge data for seamless issue resolution. On the other hand, those embracing third-party support must focus on making their public knowledge bases accessible while safeguarding brand integrity and data security.

Omni-modal strategies simplify customer journeys

To address the growing demand for streamlined experiences, businesses are encouraged to transition from traditional omnichannel approaches to omni-modal strategies. 

Unlike omnichannel systems that often create fragmented interactions, omni-modal strategies enable customers to communicate through a single digital channel using their preferred mode—whether text, voice, video, or a combination of these. 

This approach not only simplifies customer journeys but also maintains satisfaction and loyalty.

Balancing innovation with security risks

While outsourcing support to third-party platforms can reduce costs and improve efficiency, it also introduces risks related to data security and brand control. 

Quinlan warned, “It is entirely possible that a customer could defect from a brand because they received an incorrect answer from a third party–without the company ever knowing.”

To mitigate these risks, businesses must implement robust knowledge management systems that ensure accurate information is available to third-party platforms while maintaining stringent security protocols.

Preparing for advanced AI capabilities

As advancements in large language models (LLMs) and large action models (LAMs) continue, third-party AI agents may soon handle complex tasks like navigating portals or completing transactions autonomously. Businesses should proactively adapt their infrastructure by embedding service workflows into mobile apps and personalizing interactions based on customer data.

With mobile and AI innovations reshaping customer expectations, companies that embrace these changes while addressing associated risks will be better positioned to thrive in this new era of customer service.