AI transforms customer service, but expert stresses human oversight
SAN FRANCISCO, UNITED STATES — The rapid adoption of AI in customer experience is transforming service delivery, but experts warn technology alone isn’t enough.
According to customer experience (CX) strategist Tom Lewis, businesses must prioritize human-centric design and robust governance to avoid automating poor experiences while harnessing AI’s full potential.
Customer needs must drive AI implementation
While AI offers unprecedented capabilities in customer service, Lewis emphasizes that customers don’t care about the technology, only that their experience improves in such a way that it is faster, easier, and personalized for them.
Brands that are solely obsessed with operational key performance indicators (KPIs) such as cost cutting usually miss out on providing effortless, personal experiences to consumers.
To ensure long term success, companies need to rebuild journeys that put customers’ needs at the center, leveraging AI as enabler and not the cure-all panacea.
On the line, examples such as AI-augmented customer relationship management (CRM) systems are promising as it can predict needs as well as personalize them.
However, Lewis notes that flawed processes—such as legacy car buying paperwork remain problematic even with AI overlays. He stresses that technology alone cannot compensate for broken systems implying that customer experience improvements require holistic redesigns paired with strategic AI deployment.
Demand of rigorous safeguards
The rise of agentic AI, which Gartner predicts will autonomously resolve 80% of service issues by 2029, introduces both opportunities and risks.
Unlike generative AI, these systems make independent decisions, from processing refunds to placing orders, raising stakes for oversight. Lewis cites incidents like a Washington Post reporter overpaying for eggs due to unchecked AI actions as cautionary tales.
While autonomous CX tools boost efficiency, Lewis warns that without guardrails, agentic AI can escalate errors into brand crises.
As Customer Experience as a Service (CXaaS) platform is adopted by businesses, striking automation and accountability is an issue to be addressed.
AI maturity requires moving beyond experimentation
Many companies remain stuck in the AI experimentation phase, focusing on pilots rather than scalable strategies. Lewis urges businesses to develop governed AI frameworks that align with regulations and customer expectations.
He notes that the competitive edge goes to brands that integrate AI thoughtfully, highlighting that early adopters are already seeing gains in engagement and revenue.
The convergence of CCaaS, CRM, and CPaaS into AI-driven CXaaS platforms marks a tipping point. However, Lewis stresses that to prove the AI’s ROI, humans must understand its implications and human oversight is much needed for better integration.
AI advances reshape CX outsourcing landscape
As companies implement AI for routine inquiries, outsourcing partners may adapt by focusing their human agents on complex interactions requiring emotional intelligence and nuanced problem-solving – maintaining the balance between automation and human touch that Lewis emphasizes as crucial for quality CX.
