Atento creates new AI roles to transform customer experience workforce
MADRID, SPAIN — Atento, a global provider of customer relationship management (CRM) and business transformation outsourcing (BTO) services, is restructuring its workforce by embedding new professional roles centered on generative artificial intelligence (AI), including prompt engineers and conversational designers.
The initiative forms part of the company’s broader global BTO strategy, which aims to integrate AI and automation into customer service processes while preserving and enhancing human expertise through continuous training.
Strategic shift toward human-AI collaboration
According to industry data, there has been a shift in customer service staffing models, and organizations have changed their plans to reduce the workforce in favor of integrating human-agent AI.
A Gartner survey cited by Atento states that in 2027, one out of every two organizations with an initial intent to reduce the number of customer service employees will have human agents as an important part of the customer experience (CX).
Atento is also strategically positioning to assist clients in this projection, helping them transform their businesses with upskilled teams rather than wholesale automation, which is part of the Atento strategy.
The company’s management has stressed that technology in this new structure would serve as an empowerment tool rather than replace human workers.
Thiago Zanon, the Global HR Director of Atento, notes, “Technology will not replace people; it will empower them to become their best selves. At Atento, we are building increasingly skilled teams to support our clients in this transformation process, promoting talent development and creating new career opportunities.”
The strategy represents a conscious attempt to harmonize the effectiveness of technology with the subtle abilities of human actors in managing customer relationships.
Tangible implementation through new roles and training programs
Atento has introduced specialized positions directly tied to generative AI, with more than 40 new roles created to date and continued global expansion underway.
The new positions are prompt engineers, conversational designers, and AI analysts, who are currently integrated into Atento’s work to provide clients with individual solutions.
Such roles blend creativity, technology, and human skill, and demonstrate that the company is interested in humanizing technology rather than just automating interactions.
Atento has initiated more than 15 training programs on core competencies, including ChatGPT, additional AI tools, the innovation process, and rapid creation, to support this workforce transformation.
The company also uses professionals such as Vanessa Marquiafável Serrani, a prompt engineer with a Ph.D. in Linguistic Studies, and Natália Favrin Keri, a conversational designer, as examples of the new talent that will lead AI-based solutions aligned with clients’ business goals.
Serrani notes, “Working with conversational AI isn’t just about programming responses. It’s about understanding how people think and communicate, then translating that into machine language.”
Atento ranked #26 in the OA500 2025, an objective index of world’s top 500 outsourcing companies. The 2026 edition of the OA500 is expected to be released soon. (Read the OA500 2026 methodology paper here.)
