Customer experience leaders are highlighting the changing role of artificial intelligence in contact centres and customer service amid National Customer Service Week and the approach of CX Day 2025.
The discussion among industry experts now centres on how best to deploy AI to reinforce, rather than replace, human-led service. Companies across the UK and Europe are reconsidering their approach to customer and employee experience, with a growing emphasis on using intelligent technologies to streamline operations and foster deeper relationships.
AI as an enhancer
Chris Angus, Vice President for CPaaS and CX Expansion, EMEA at 8×8, suggested that the conversation about AI adoption has shifted decisively. He noted that while the hype surrounding AI is considerable, customers are responding primarily to outcomes that directly impact their interactions with brands: efficiency, empathy, and a sense of being understood.
“As we mark CX Day 2025, it’s never been more important to reflect on what ‘great customer experience’ really means, and how artificial intelligence is reshaping it. There’s no shortage of hype around AI, but let’s be honest: customers aren’t impressed by buzzwords. They’re impressed by seamless service, speed, empathy, and a sense that the brands they interact with understand them. That’s where AI can be transformative – if we use it right.”
According to Angus, AI is not a “silver bullet” for operational challenges, but a toolkit whose value depends on thoughtful implementation. He commented that many organisations risk incurring higher costs by failing to move beyond legacy approaches, as opposed to taking measured steps towards adopting AI solutions.
“Agents don’t fear AI. They’re crying out for it. They’re not asking to be replaced, they’re asking to be supported. AI helps remove the mundane, such as repetitive queries, manual logging, basic triage, so agents are freed to focus on what humans do best: empathise, problem-solve, and build trust,” said Angus.
He argued that the evolution of the agent’s role-from reactive call handler to proactive advisor-has a direct effect on employee satisfaction, engagement, and burnout, with improvements in these areas ultimately benefiting customers as well.
Angus concluded that the most important consideration for organisations is not whether to use AI, but how effectively it is being used, always keeping human priorities at the centre.
The continuing role of humans
Lisa Orford, Global Vice President for Contact Centre at 8×8, echoed the sentiment that technology should enhance rather than replace the human element in customer experience. Marking National Customer Service Week, she emphasised the lasting impact of empathetic service and the crucial role played by customer service professionals in building loyalty and driving growth.
“Customer experience is the bedrock for companies to build trust, but that experience isn’t just up until the point of sale. Organisations need unshakeable loyalty to stay ahead in this competitive market, and that comes from exceptional experiences across the entire buying journey.”
Orford drew attention to research showing that companies viewing customer service as a value centre reported 3.5 times greater revenue growth compared to their peers. She attributed this outperformance to the insights frontline employees gather, which can inspire new revenue streams and deepen customer relationships, particularly when paired with the right technology.
She cautioned against the overestimation of AI’s ability to replace human skills, noting, “no AI tool on the planet can or should replace the human element.” Instead, the goal should be to use technology to manage repetitive tasks and administrative burden, freeing staff to handle more nuanced and complex issues.
Orford added, “Chatbots may solve problems, but humans are the ones people remember,” reflecting the balance that brands must strike in delivering both efficiency and empathy.
Balancing technology and empathy
Both Angus and Orford agree that authentic and meaningful customer experiences are not solely the product of technological advancement, but of the way technology and people work together. With customer expectations continuing to rise and operational complexity increasing, their perspectives suggest that the brands most likely to succeed will be those that maintain a focus on purposeful AI deployment and empowered, empathetic employees.
The collaborative approach to AI and human expertise is shaping how organisations invest in contact centre solutions, with the aim of delivering measurable business outcomes while preserving the connections that form the basis of customer loyalty.
As National Customer Service Week spotlights the daily contributions of service professionals, industry leaders continue to call attention to the enduring importance of the human touch, underpinned by supportive technologies tailored to both customer and employee needs.