How AI empowers customer service teams

Editor’s note: The following column from Freshworks Chief Customer and Marketing Officer Mika Yamamoto originally appeared on CustomerThink and is republished with permission. 

Forget the AI vs. human debate—it’s a false choice. The real future of customer success isn’t about replacing people with AI, but about figuring out how AI and humans work in sync to deliver faster, smarter, and more personalized experiences. In the past several months, I haven’t had a single conversation with a customer or colleague who is looking at AI to merely cut headcount.

AI agents and assistants handle the repetitive, time-consuming grunt work, such as sorting tickets, summarizing calls, deflecting basic requests, drafting communications, and predicting issues before they escalate. This allows human agents to do what only they can: demonstrate empathy, solve complex problems, and build genuine relationships. The smartest organizations aren’t choosing between AI and people—they’re engineering collaboration between the two to help their teams work smarter, not harder.

The result? Service that’s not just efficient but exceptional.

Flip the script with AI: Shift from reacting to surprising and delighting

Customer satisfaction is no longer just about putting out fires—there’s potential to add delight. We’re seeing leaders benefit from increased customer satisfaction and realize efficiencies with AI. Today’s customers don’t just want problems solved; they expect brands to anticipate their needs, personalize every interaction, and make every touchpoint effortless. And AI? That’s the enabler for companies of all sizes.

KPMG reports that 51% of organizations are diving into AI-powered agents, proving that businesses are waking up to the fact that AI isn’t just an experiment—it’s essential to compete. Even since late 2024, there has been a significant shift in how many companies are enjoying the value of AI.

Once upon a time, only corporate giants had the resources for hyper-personalization. Now? AI is democratizing the playing field, giving everyone—from scrappy startups to mid-market disruptors—the ability to quickly scale, compete, and wow customers. The brands that embrace AI now? They’re the ones defining the next era of customer obsession.

Uncomplicating data to unearth insights

Data isn’t an asset for most organizations—it’s a daunting mess. It’s trapped in siloed systems, buried under layers of inefficiency, and so fragmented that connecting the dots to draw insights feels out of reach. Large enterprises wrestle with bloated integrations but can manage with consultants and data scientists, while mid-market and small companies struggle with limited resources to transform raw data into real insights.

Enter AI agents—the ultimate data decoders. Instead of spending months (or years) trying to stitch systems together, businesses can use AI to seamlessly integrate applications, automate workflows, and unlock an accurate 360-degree customer view—without the usual tech headaches. This opens up endless possibilities for how timely, personalized customer service can be delivered.

Just ask Broad River Retail. By deploying AI, they slashed customer service resolution times from 36 hours to just six. Routine tasks? Handled. Complex issues? Routed to human agents who add value. The result? A frictionless, customer-first experience at scale.

Data shouldn’t be a roadblock. With AI, it becomes a growth engine—for companies bold enough to use it.

Making insights accessible for all

For many organizations, data analytics has been frustratingly locked behind technical teams, buried in backlogs, and slowed by manual reporting cycles. Need insights? Get in line and wait days (or weeks, or never) for analysts or operations to create a report. AI agents are flipping the script—empowering everyone, not just data scientists, to ask questions and get instant insights in plain English.

Support teams no longer rely on analysts to sift through mountains of data. With AI, they can generate self-serve reports, spot trends, and make smarter, faster decisions on the fly.

Read also: How AI-powered service is making retailers smile

Take customer churn—once a nightmare to predict. AI agents can now scan, analyze, and flag at-risk customers in real time, allowing teams to know which customers to address first to add delight and step in far before they walk out the door. No more guesswork. No more delays. Just instant, actionable insights that turn data into results, enabling humans to do what they do best, building lasting relationships.

The future of analytics isn’t locked in spreadsheets or in disparate databases—it’s conversational, real-time, and accessible to everyone who needs it when they need it.

Proactive personalization

Customer service used to be a waiting game—reacting when problems popped up, hoping to put out fires before they spread. But AI agents are rewriting the rules, shifting from reactive to proactive engagement that makes customers feel seen, valued, and understood.

Imagine this: An AI agent notices a customer just bought a new smartphone. Instead of waiting for them to ask for help, it automatically suggests a case, a screen protector, or even throws in a discount on accessories they’re likely to need based on their past behavior. It could offer setup tips, troubleshoot common issues before they happen based on how customers use what they just bought coupled with usage patterns of what they previously owned, or recommend upgrades when the time is right.

This is more than personalization; it’s anticipation. And in a world where attention is fleeting, brands that master this kind of seamless, predictive service aren’t just winning sales, they’re building long-term customer loyalty that competitors can’t touch.

AI isn’t just changing customer experience—it’s redefining it.

Empowering people, not replacing

AI isn’t the enemy of people; it’s the enemy of complexity. When integrated properly, AI supercharges human potential—boosting creativity, critical thinking, and innovation. It eliminates repetitive tasks, freeing up employees to focus on what matters: problem-solving and delivering value. The result? Happier employees, better customer experiences, and real growth.

Recent research reveals that 75% of employees say AI has improved their work life by eliminating repetitive tasks, allowing them to focus on more meaningful, high-impact work. AI isn’t here to replace people but to amplify their abilities. The future belongs to those who leverage AI to work smarter, not harder.

AI won’t replace humans: It will define the winners

AI is already reshaping customer service, and we’re just getting started. Winning with AI isn’t about replacing people—it’s about unlocking human potential like never before. The smartest companies aren’t chasing automation to cut headcount; they’re using AI to give teams the tools to deliver faster, smarter, more human customer experiences.

The real game-changer? Uncomplicated, people-first AI. The kind that removes friction, adds delight, surfaces insights in real-time, and helps employees focus on what they do best—connecting with customers in moments that matter. There are tools out there for all companies now that don’t require data science teams or consultants to make it happen.

Businesses that strike the right balance between AI and human expertise aren’t just keeping up. They’re setting the pace.

Read the original on CustomerThink.