Features

AI and automation are rapidly transforming customer experience (CX) and contact centre operations, turning these into differentiators rather than simple customer support. These tools now enable sentiment and call analysis, as well as personalisation and improved operational efficiency. Customers are, in theory, more satisfied and the business gets the benefits of shorter waiting times and better outcomes.

Or do they? According to the Puzzel ‘State of Contact Centres 2025’ study, around 61% of leaders now trust AI chatbots to resolve complex queries. This is a lot of confidence in a technology that’s delivering mixed results. Yes, it boosts speed and efficiency, but it also introduces risks. When chatbots aren’t managed well, they undermine trust and emotional connection, which may result in negative customer experiences when people want empathy or nuanced support.