In a world where AI can answer questions, process requests, and predict your next move, do we still need humans in customer support?

Absolutely. And here’s why.

Great customer experience isn’t just about speed or automation — it’s about connection. The trick is finding the right balance between AI efficiency and the human touch.

“Customer service leaders face increased challenges of gaining efficiencies while still improving the customer experience (CX). While artificial intelligence (AI) and automation have gained significant adoption, they cannot be used as a “save all” to our CX woes. The human touch has still yet to be replicated in its entirety through AI, and many of our processes and standards are unable to be automated in their current forms. Finding the right balance between technologies and human interaction enables a greater experience and at a better price point vs. going “all in” on all of the technologies available today.”

Forbes

Where AI shines

AI has transformed CX. AI is incredibly good at:

• Handling repetitive questions (like order tracking or password resets)
• Providing instant answers, even outside business hours
• Scaling support without hiring a huge team
• Analyzing customer data to personalize experiences

AI is fast, consistent, and always on. For straightforward issues, it’s a win for both customers and support teams.

Customers still want human connection

Sometimes, customers don’t want quick — they want care.

They’re confused, frustrated, or trying to make an important decision. In these moments, AI can fall short.

• Tone matters. A human can sense emotion and respond with empathy.
• Context matters. Not every problem fits neatly into a script or flowchart.
• Trust matters. People want to feel heard and understood—not just processed.

That’s where humans make all the difference.

What do consumers really think about AI in customer service?

Forbes surveyed over 1,200 consumers to find out how they feel about AI in customer support — and the results show a growing openness to automation, as long as the human element isn’t lost.

Here are a few key takeaways:

• AI acceptance is on the rise: Even among those 55+, 37% say AI has improved customer service. And while 30% of people aren’t yet familiar with AI agents, 78% are eager to try them.
• The future is hybrid: A strong 79% of people believe humans will always have a role in customer service — including 70% of Gen Z. The message is clear: people want AI and human support, not one or the other.
• AI should handle the routine: Nearly half of consumers (49%) are comfortable with AI managing simple tasks like order tracking, freeing up human agents for more complex or emotional issues.
• Human support is still essential in sensitive moments: 20% of consumers specifically prefer a human for critical or emotional issues, and nearly half say empathy is crucial in those interactions.

The bottom line: Customers are open to AI, but not at the expense of feeling understood. The goal isn’t to replace people, but to empower them. When AI and humans work together, everyone wins.

AI vs human touch: what’s the right balance?

It’s not about choosing between AI or humans. It’s about using both intentionally:

• Use AI to handle the routine, route inquiries smartly, and surface helpful info quickly.
• Use humans when emotion, complexity, or nuance are involved.

Think of AI as the first responder and humans as the specialists. The best experiences happen when they work together.

Real-world example: Guided CX

Imagine a customer struggling to open a new account. A chatbot helps gather the basics. But when the customer gets stuck on a tricky form, a live agent joins in with cobrowsing to guide them through. The process is smooth, helpful, and human — powered by AI, not replaced by it.

AI makes support faster.

Humans make it meaningful.

Together, they create the kind of experience people remember — for the right reasons. Smart support isn’t AI vs. humans. It’s AI + humans. That’s where the magic happens.

Want to explore how to bring more balance (and brilliance) to your CX? Learn more at Glance.cx.