From soulless to seamless: Transforming customer service with AI

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Businesses may be enthusiastically rushing to use AI to serve their customers. But are customers showing the same enthusiasm to embrace it? Not quite. In fact, more than a third say their experience of AI in customer service leaves them frustrated.

Our research reveals that an unconsidered rush to deploy AI can erode trust and even drive customers away. That’s the risk. But the opportunity? When designed well, AI doesn’t just improve service—it can reshape how customers perceive a brand. And when done exceptionally, it can turn customer service from a cost centre into a driver of growth.

A report built on evidence, not opinion

Three data sources. One commercial blueprint.

Unlock the report and read on for:

• How customers really feel about AI: From trust gaps to frustration triggers, our research reveals what customers expect from AI – and what drives them away.
• Why empathy still matters in automation: Customers want superhuman agents, not soulless bots. We explore how AI can empower people, not replace them.
• Five findings to shape your CX strategy: From intelligent escalation to agent augmentation, we outline the actions that deliver better outcomes for customers and businesses.
• The commercial case for human-centred AI: Done right, AI turns service into a growth engine. Done poorly, it risks attrition, reputational damage and wasted investment.