AI in customer experience (CX) has reached an inflection point. For years, the conversation has been dominated by bold promises around fully automated contact centres, human‑free service models, and instant cost savings.
Yet most CX leaders know that buying AI for the sake of it rarely delivers any meaningful results. The organisations seeing real value from AI start with outcomes, rather than the technology itself.
These businesses tend to be asking:
- Where is time being wasted?
- Where are our agents being overloaded with work customers never see?
- Where does friction exist that doesn't improve the experience?
An outcome‑first mindset is essential. Reports from Gartner state that 80% of customer service organisations are expected to use generative AI to improve CX and agent productivity by the end of 2025.
However, only those that align AI to clear operational goals are likely to see sustained ROI.
What's the real problem in CX today?
CX teams are under intense pressure from multiple directions. They need to contend with:
- Rising customer expectations for speed, accuracy, and availability.
- Increasing operational costs, with labour accounting for 60–70% of total contact centre expenditure.
- Unpredictable spikes in demand, usually caused by system issues, external events, or internal mistakes.
A significant portion of agent effort is also being spent on work that adds little direct value to customers.
Data shows that agents spend between 6%-12% of their working time on after‑call work (ACW). Logging notes, completing forms, updating systems after an interaction ends. All drawing a significant portion of time.
Across large contact centres, this adds up to the equivalent of multiple full‑time roles doing administrative work customers never see. No value added.
AWS often refers to this as 'undifferentiated heavy lifting'. Necessary work that doesn't differentiate a brand or improve the overall experience.
Start with the outcomes
Why do many AI initiatives fail? Because they start with a tool rather than a problem.
Organisations sign multi‑year contracts with platforms that promise transformation but soon find themselves locked into solutions that don't evolve at technology's pace. The draw of shiny new tools tends to cloud judgement.
Businesses shouldn't be asking 'what can this AI tool do?'. They should be asking:
- What outcome are we trying to achieve?
- Where is the most time or value being lost today?
- How can AI remove friction without removing critical human judgement?
An approach like this means teams can avoid vendor lock-in. AI remains aligned to real operational needs as opposed to simply being a novelty.
The human still matters
AI is fast, can recognise patterns, and delivers consistency. Humans, on the other hand, excel at empathy, context and accountability.
When it comes to customer service, 79% of consumers prefer interacting with humans rather than AI. Fast resolution is one thing, but nothing beats a little human touch.
The winning model is human‑in‑the‑loop AI. Technology removes friction, humans deliver trust.
That's the goal.
CX as a differentiator
CX is increasingly defining a brand's value. Customers are willing to pay up to 16% more for a superior experience, and 86% of buyers will spend more for better CX.
At scale, AI delivers always‑on service, multilingual support, and personalised engagement.
In terms of multilingual support, automation becomes critical. Research shows that 76% of consumers will opt to buy from brands that provide information in their native language. If that language option isn't available, then 40% won't do it.
What does this all mean for CX leaders?
When used correctly, AI will reshape how agents operate. If AI is replacing entire CX teams, then leaders are only creating problems rather than solving them.
So, what are the key questions CX leaders need to be asking? Those are:
- Where is your team spending time that customers never see?
- How quickly can you identify emerging issues?
- Are your agents supported, or overloaded, by systems?
AI-minded organisations are quietly winning when they aren't chasing the hype. They're the ones removing friction and protecting that precious human touch.
The most successful CX strategies are grounded in outcomes. It should never come down to tools alone.
Reach out to Gamma Communications today and learn more about the role AI is playing in transforming CX capabilities.