The use of artificial intelligence in customer experience is rapidly increasing worldwide. Global research data suggests that by 2025, over 80% of customer interactions are expected to be conducted through AI-powered tools.
Globally, 60% of companies prioritize proactive customer experience management as a key investment area.
At AWS re:Invent, Amazon Web Services' biggest annual cloud computing conference held in Las Vegas, Colleen Aubrey, senior vice president of AWS Applied AI Solutions, offered candid answers to questions spanning the role of AI in customer service, deficiencies in multilingual modeling, organizational change, and innovations in the health care sector.
Aubrey pushed back against the market narrative that AI will completely eliminate customer service teams, arguing that companies must not sever their direct relationship with customers.
Aubrey stated that the idea that companies wouldn't want a direct relationship with their customers seems to be an unusual strategic direction.
Role of humans vs AI
At the AWS re:Invent event, as foundational principles for AI projects began to emerge alongside the debut of new products and ecosystem stakeholders, Aubrey outlined the ideal scenario: AI should handle transactional and low-value tasks, leaving people to manage more complex and sensitive issues.
Citing the example of a retirement fund in Australia, she stressed that e
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