AI, humans to reshape customer service in contact centers 2026: Puzzle
OSLO, NORWAY — Contact centers are reshaping customer service in 2026 by blending artificial intelligence (AI) with human interaction, according to Puzzle’s State of Contact Centres 2026 report.
Based on insights from 1,505 CX leaders and contact center professionals across Europe, the study shows AI moving beyond experiments to become a critical tool that supports agents in real time while preserving the human touch at the heart of service.
Balancing automation with human connection
Customer expectations continue to climb, with faster, more personalized, and always-available service now the norm.
The report stated that the fulfillment of customer expectations is acknowledged as the most difficult challenge of 2026, which highlighted the transformation of contact centers under the innovative pressure.
While 85% of leaders say their organization is prepared to implement AI, only a third feel fully ready, and only 35% report having a clear, long-term AI strategy.
“Don’t rush to implement it without a clear purpose… Truly understanding what you’re trying to solve, and then designing the right solution around that, is paramount to successful adoption,” said Dan Allen, Deputy Director – Member Services at NRLA.
AI is already delivering measurable results.
The report shows that 83% of respondents say AI self-service options work effectively without agent involvement, with 39% reporting faster resolution times and 30% noting improved satisfaction, productivity, or cost per contact.
Beyond self-service, AI copilots and agent-assist tools are helping staff handle complex queries, streamline post-call tasks, and maintain consistent service standards.
“Copilots support agents naturally in the flow of conversations, surfacing guidance and summaries automatically to make service smoother for both agents and customers,” said Matt Hughes, Head of Product at Puzzel.
Next frontier: Generative and agentic AI
Looking ahead, contact hubs are preparing for more advanced AI capabilities. The focus on investments is being redirected toward generative AI, agentic AI, and deeper embedding of AI into the workflow.
Agentic AI, which acts proactively on behalf of agents, is expected to autonomously resolve a growing share of routine customer requests in the coming years.
According to the report, “The contact [centers] that lead in 2026 will use AI to reduce repetitive work, surface knowledge in real time and turn conversations into decisions — all while preserving the human touch that builds lasting connections.”
For the outsourcing industry, these findings signal a transformation in how service is delivered globally.
AI is not replacing human agents but empowering them, enabling faster onboarding, smarter support, and more personalized interactions.
As contact centers integrate advanced AI, outsourcing partners worldwide may follow suit, redefining efficiency, service quality, and customer experience in the decade ahead.
