I began my career in customer experience, and I navigated an evolving technology landscape from fax machines to digital platforms. As I transitioned into skill development, I witnessed firsthand how technological advancements reshape roles and industries. Today, as AI becomes increasingly integrated into customer service, the pressing question arises: "Will AI replace human jobs, or will it redefine them?"

Customer service transformation has often been driven by efficiency and cost reduction, rather than customer engagement and growth. For example, organizations began introducing chatbots, self-service portals and interactive voice response technology to reduce reliance on human agents, lower service costs and improve response times. However, this focus on efficiency often overlooked the essence of customer experience: the nuance of human interaction. Many early implementations were rigid and impersonal. Chatbots frequently misunderstood queries, IVRs led to frustrating “menu mazes” and self-service portals lacked the intuitive design needed for seamless navigation.

However, companies are now starting to use AI to actually empower customer service representatives' ability to work more effectively and focus on higher-value conversations. KLM Royal Dutch Airlines exemplifies this more-balanced approach. By integrating AI into its customer service channels, the airline managed to handle more than 50% of customer inquiries automatically, freeing human agents to address more-complex issues.