Federico Sendra, CEO and cofounder of SpaceDev, a consultancy and development services company with a focus on blockchain and web3.
Some time ago, I had to resolve a billing issue with my phone service provider. I was ready to endure one of those drawn-out sagas where you cycle through five menu options, wait 12 minutes and finally get routed to someone who asks you to repeat everything, but things started to go smoothly.
Something dawned on me: I hadn’t interacted with a person at any point during the call. Besides being able to understand me quite well, the voice assistant was pleasantly cordial and patient. The problem was resolved in three minutes, no transfer, no hold music.
Moments like these are becoming more common, and not by accident. The quiet revolution in customer service is being powered by AI, and we’re not talking about the clunky chatbots of 2017. This is something far more sophisticated, nuanced and, ultimately, human-centered.
The Current Customer Service Landscape
AI customer service involves using intelligent technologies—like agents and automated workflows—to enhance every aspect of the support journey. It may sound like we’re far away from seeing it implemented on a massive scale, but current use cases abound: Financial institutions use AI to triage fraud inquiries, airlines deploy virtual agents to handle rebookings during travel disruptions and e-commerce brands rely on AI to manage things like product recommendations and order updates.
According to a 2023 report by Gartner, “by 2025, 80% of customer service and support organizations will be applying generative AI technology in some form to improve agent productivity and customer experience (CX).” And it’s working: Zendesk’s “CX Trends 2024” report indicates that over two-thirds of CX leaders believe AI’s more personalized, empathetic interactions help foster long-term loyalty.
What AI Can (And Can’t) Do
There’s a familiar rationale that leads most executives toward AI: cost savings. And it’s true: AI-enabled customer service platforms can reduce operational costs by up to 30% by handling routine queries, shortening resolution times and lowering headcount.
AI’s existence may seem to threaten someone’s dream job, but let’s be honest: No one’s losing sleep over getting a gig doing appointment scheduling, order tracking, password resets and so on. These are all repetitive, predictable interactions with a clear logic tree, ideal for automation. The ultimate point here is to create better experiences, and AI doesn’t get tired, lose its temper or forget to follow up.
Where things get more complex is in emotional nuance, exception handling or conflict resolution. That’s where hybrid models, where AI assists the human agent, become powerful. For example, AI can summarize the customer’s last three conversations before the agent picks up the call, allowing for quicker context and greater rapport. And, in any case, most people still want humans on the other end.
How To Think About Tools
One of the questions I get most often is, “Should we build our own AI or use an existing platform?” The answer depends on your scale, your data and your ambitions.
If you’re a growing business with a modest support team, you’ll likely get a lot of mileage from off-the-shelf tools like Intercom’s Fin, Zendesk’s AI suite or HubSpot’s ChatSpot. These platforms are trained on general customer service patterns and integrate easily with CRM systems.
But if your product has complex logic or regulatory nuance—let’s say, a fintech—then custom models fine-tuned on your internal knowledge base might be worth the investment. We’ve helped several mid-size companies transition from “rule-based” bots to AI agents powered by retrieval-augmented generation (RAG) models. These aren’t plug-and-play, but when done right, the results are transformative.
Lessons From The Field
One of our clients—a logistics company operating across Latin America—was struggling with a high churn rate in support staff and inconsistent service quality. Their goal wasn’t just automation; it was knowledge preservation: How do you make sure new support agents don’t start from zero?
We built them a system where AI agents acted as first responders and knowledge companions. These bots could answer 70% of incoming queries with precision. Within six months, resolution time dropped by 38%, and support team satisfaction increased because they got to focus on more meaningful, non-scripted work.
But we’ve also seen missteps. Another client deployed a chatbot without sufficient training data or fallback logic. It misunderstood basic terms, didn’t recognize when customers were angry and, ultimately, eroded trust. The lesson? AI needs human guidance, not just technical tuning.
Where To Begin And What To Expect
Companies that succeed with AI in customer service have to do their homework first. This entails understanding workflows, data and customer pain points.
A few practical tips if you’re considering the move:
• Don’t automate everything. Start with a high-volume, low-risk interaction, like order status inquiries or booking confirmations.
• Train your AI with real conversations. The more representative the data, the smarter the bot.
• Involve your support team. They’re being enhanced, not replaced. Make them part of the implementation, and use their insights to refine the AI.
• Test with shadow mode. Run the AI in the background while humans still handle queries. Compare outputs before going live.
As for timelines, a basic implementation of a third-party tool can take weeks. A custom model that integrates across systems? Think months. But if you do it right, it’s an investment that compounds because AI keeps learning.
A Mirror Of What You Value
The thing about customer service is that it’s not just a function; it’s a reflection. A company that automates support without care sends a message: You’re a cost to be managed. A company that uses AI to augment the experience sends a different message: We value your time, and we’re using technology to honor it.
At SpaceDev, we’ve watched companies fail fast with AI because they treated it like a Band-Aid. And we’ve seen others succeed, because they saw it as an opportunity to rethink how they serve, listen and respond.
AI in customer service is about what’s meaningful. And that’s a question only humans can answer.
Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?