Advanced technologies may be spreading rapidly across contact centres (CC) and customer experience (CX) businesses, but the human touch is still essential for success
The customer care industry has entered a new era, shaped by the rapid evolution and adoption of artificial intelligence (AI), automation and predictive analytics. In 2024, these technologies reached a tipping point, becoming widespread across the sector and prompting contact centres and customer experience organisations to rethink how they engage with customers.
The rise of AI and automation in customer care
Businesses have embraced chatbots, virtual assistants and generative AI (GenAI) tools to deliver round-the-clock support that’s faster, more consistent and more cost-effective than ever before:
AI-driven automation now enables real-time analytics, powering predictive recommendations that anticipate customer needs before they even arise.
Natural Language Processing (NLP) allows bots to understand and resolve routine issues, freeing human agents for more complex tasks.
Automatic Speech Recognition (ASR) converts spoken language into written text, allowing machines to understand and act on voice commands. In customer care, ASR is improving efficiency and functionality by enabling voice-based interactions and automating repetitive tasks.
Omnichannel integration is seamlessly connecting web, social, in-store and mobile interactions as customers increasingly demand unified, hassle-free service across every platform and access point.
A note of caution
"AI, more than other technology disruptions, generates little value from deployment alone. Creating value with AI requires changes in the working processes of hundreds or thousands of employees. Companies need to conduct business diagnostics, redesign processes, set targets and manage change as they deploy this technology."
Source: Bain & Co. 2024
Industry forecasts underline how deeply automation is transforming the sector. Bain & Co. projects the AI market in customer experience will grow by up to 55% annually, nearing £740 billion ($990 billion) by 2027. Meanwhile, Gartner predicts that by the end of 2025, 80% of service organisations will use GenAI, and autonomous systems may soon handle up to 80% of all customer queries.
However, machines and software are only one side of the CC and CX story.
The irreplaceable role of human workers
Despite the leaps in AI and automation, the need for genuine human interaction in customer service has become even more pronounced. Automated solutions may excel at providing rapid, accurate responses to routine requests, but they struggle when situations require emotional intelligence, empathy and creative problem-solving.
According to recent surveys, a whopping 75% of customers still prefer speaking with a human for complicated issues– a testament to the enduring importance of the human touch.
Why is this?
It’s because empathy, trust and the ability to connect on an emotional level are qualities that no machine can fully replicate – at least not yet. Human agents can recognise nuances in tone, understand unspoken concerns and provide reassurance during moments of distress or confusion by the customer.Human agents are adept at navigating unpredictable scenarios and exercising judgment, especially when sensitive matters or relationship repair are at stake.Furthermore, far from rendering human workers obsolete, AI is helping to elevate their roles. Modern AI-powered systems now act as ‘co-pilots’, offering agents live prompts, automated note-taking or next-best-action suggestions, enabling them to focus more on listening and engaging meaningfully with customers. The result? Higher agent confidence, enhanced efficiency and more positive outcomes on both sides of the conversation.
Striking the balance: lending tech and human input
The future of customer care lies not in replacing humans with algorithms, but in thoughtful collaboration between the two. AI-powered automation is now the backbone of efficient, predictive and scalable customer experiences, deflecting thousands of mundane queries each hour and offering personalised self-service at scale.
However, it’s the human agent, armed with emotional intelligence and empowered by technology, who remains the heart of relationship-building, trust and customer loyalty.
This blended approach is already proven: organisations using hybrid models report higher customer satisfaction scores and significant cost savings. AI relieves agents from repetitive tasks, while humans resolve the intricate, emotionally charged or high-stakes interactions that shape lasting impressions. Ultimately, for most customers, the ideal scenario isn’t choosing between a chatbot or a person – it’s getting their issue solved quickly and kindly, whether by bot, human or both.
67%
Of customers expect companies to know them and personalise how they interact with them.
Source: Forbes Sept 2024
AI + human: The winning combination
Moving forward, customer care will be defined by seamless cooperation between smart technology and skilled people. Companies that master this integration, leveraging AI for speed and scale but never losing sight of empathy and trust, will set the gold standard for customer care in an increasingly digital world.
Learn more
For an in-depth overview of UK customer care, including more on the role of AI and automation, download the Brook Street 2025 Customer Care Trends Report now.
