Artificial intelligence has moved out of the sci-fi world and into everyday life, now powering the backbone of most customer service desks. In 2025, the role of AI has expanded beyond simple automation, evolving into a sophisticated orchestration of personalised, predictive, and scalable real-time interactions.
Talking to CXM, Luana Oliveira, head of IT and operations at WeTalkie, an AI customer service platform, highlights how this transformation is unfolding, balancing technology with the indispensable human touch.
The Unyielding Demand for Always-On, Personalised Engagement
Consumer expectations are the key driver of this seismic shift. Today’s customers expect immediate, accurate answers, available around the clock and across all channels. “Customer expectations are a huge driver,” states Oliveira. “People want quick, accurate answers—anytime, anywhere—and AI is what makes that level of service possible at scale.”
The emphasis on personalisation is paramount, as customers now expect brands to recall their history, anticipate their needs, and adapt interactions in real-time. This level of bespoke service, at volume, simply isn’t sustainable without AI.
AI’s Dual Impact on Satisfaction and Operations
While AI undeniably delivers significant operational efficiencies, its impact extends directly to boosting customer satisfaction. “There’s a clear operational upside, of course, but when AI is implemented strategically—with proper training data, intent mapping, and escalation flows—it improves customer satisfaction,” Oliveira explains.
Indeed, industry reports consistently show that companies leveraging AI for customer service report higher CSAT scores and reduced resolution times.
This shows that strategic AI deployment can transform the customer experience, moving beyond mere cost savings to genuine quality improvements.
The Art of Balance: Empowering Humans with Intelligent Automation
The ideal customer service model in the AI era is a harmonious blend of automation and human interaction.
“Automation should handle the 80%—the predictable, repeatable tasks,” Oliveira asserts. “But the remaining 20% still requires human empathy, nuance, and critical thinking.”
The aim isn’t to replace human agents but to assist them. By offloading routine queries, AI frees up human teams to focus on complex, high-value interactions, fostering deeper customer relationships.
The most successful deployments facilitate hand-offs between AI and human agents, creating a more efficient service journey.
Trust and Transparency
As AI becomes more deeply embedded in customer interactions, ethical considerations and data privacy are paramount. “Transparency and data protection are top priorities,” emphasises Oliveira. Customers must be aware when they are interacting with an AI, and their personal data must be handled with the utmost responsibility.
Algorithmic bias, a persistent concern, also requires diligent mitigation through robust governance frameworks and carefully trained models. Building customer trust hinges on a commitment to ethical AI practices.
The Customer Support Team of the Future: A Hybrid Model
The future of customer support is a hybrid model, a symbiotic relationship between AI and human intelligence. “It’s a hybrid team—part AI, part human,” Oliveira describes. In this evolving landscape, human agents transition into roles more akin to analysts and strategists.
They are augmented by AI tools that provide instant context, summarise conversations, and proactively suggest next steps. This shift transforms agents from reactive problem-solvers to proactive relationship managers, focusing on overall customer outcomes rather than just ticking off tickets.
WeTalkie: Bridging the Gap with Smart, Affordable AI
WeTalkie exemplifies this forward-thinking approach. The company’s platform, powered by MAGIC Fabric Hypergrid, leverages Retrieval-Augmented Generation (RAG) to ensure accuracy and relevance in AI responses. MAGIC Fabric provides the underlying infrastructure for handling real-time, high-volume conversations across channels like WhatsApp, enabling seamless data orchestration from knowledge bases, CRM systems, and recent interactions.
“When a customer sends a message on WhatsApp, our AI instantly pulls relevant context—knowledge base, CRM history, recent interactions—and crafts a coherent, accurate response,” Oliveira explains. The system also supports multilingual interactions, sentiment-aware messaging, and persistent memory across sessions—all of which help deliver consistent, high-quality service at scale.
Looking ahead, businesses and employees must be ready to embrace a hybrid future where AI takes care of simple interactions, allowing human agents to focus on complex, empathetic problem-solving and more valuable tasks.