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Featured insight

Why the future of customer service isn't AI – it's augmented humanity

Matt Jones, CX, AI and Automation Director at Focus Group, explains that the future of customer service is not about choosing between AI or humans but combining them so technology enhances human strengths rather than replacing them. Many organisations treat AI as a substitute for people, overlooking the value of human empathy and judgement. To gain a competitive edge, businesses should use intelligent automation for repetitive tasks, allowing humans to focus on problem solving and customer care in a truly human‑centred approach.

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