Contact centres are no longer asking whether artificial intelligence will impact their operations, but how best to integrate it. At the heart of this transformation is a new paradigm: human + AI. Rather than replacing agents, industry leaders attending the Contact Centre Summit are using generative AI (GenAI) to augment human performance, enabling more empathetic, efficient, and data-driven service delivery…
One of the most prominent use cases for GenAI in contact centres is real-time agent assistance. Tools powered by large language models now offer live script suggestions, compliance reminders, and dynamic product information as agents interact with customers. This not only reduces average handling time but also builds agent confidence, particularly for complex or emotionally sensitive inquiries.
GenAI is also revolutionising agent training and onboarding. Traditional classroom-based sessions are being replaced or enhanced by interactive learning environments where AI-powered assistants guide new hires through role-playing scenarios, offer feedback on tone and phrasing, and answer questions using company-specific knowledge bases. This has dramatically shortened ramp-up times and improved knowledge retention across teams.
From a quality assurance perspective, GenAI is enabling automated call summarisation and sentiment analysis, giving managers better visibility into team performance and customer satisfaction. Instead of relying on manual reviews of a fraction of interactions, AI tools can now analyse 100% of calls and chats, flagging outliers or coaching opportunities in real time.
However, success depends on careful change management. Contact centre leaders are investing in skills development and communication strategies to build trust among staff. Transparency around how AI tools work—and how they support, not supplant, human judgment, is essential to avoid resistance and foster adoption.
Crucially, this new human + AI model is helping contact centres navigate industry-wide challenges: talent shortages, rising customer expectations, and pressure to contain costs. By automating routine tasks while empowering agents to focus on high-value conversations, GenAI is unlocking a more scalable and sustainable operating model.
Looking ahead, contact centres will increasingly view GenAI not as a replacement technology, but as a collaborative partner, one that supports better decisions, enhances job satisfaction, and delivers measurable improvements in service quality.
As the sector continues to evolve, those organisations that embrace this balanced approach, grounded in both innovation and human-centred design, will be best placed to thrive in the AI-enabled future of customer engagement.
