AWS is helping shape a future where AI enhances service, but human connection still leads the way.
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Will AI replace people?
This is a question I’m often asked. In the customer service world, there are many who say AI will replace human-to-human support. It’s been predicted by the world’s most reputable consulting firms. However, executives from some of the largest and most recognizable brands on the planet have said that while AI is making for a better customer experience, people are still needed and their companies are continuing to hire.
That sentiment was recently confirmed when I interviewed Pasquale DeMaio, vice president and general manager of Amazon Connect, on Amazing Business Radio. His specific approach to AI and human-to-human customer service is summed up in two words: Better Together.
Human and AI: Better Together
Customer service works best when technology and humans come together. While AI and automation can make things faster and easier, there will be times when customers still want to talk to a live customer support agent.
The point is to automate the simple requests and questions and empower agents to manage more complex issues. DeMaio said (referring to customer service agents), “No one is enjoying a password reset, neither talking to someone about it nor listening to the request.” Let AI take care of the simple questions and requests, and let humans manage the more complex problems and emotional issues.
AI Can’t Do Empathy—That’s What People Do
DeMaio said, “People aren’t really looking for technology to form that emotional connection when they’re trying to achieve an outcome.” While AI can talk to a customer and sound like a human, the customer knows it’s just a machine. It can say, “I’m sorry,” and sound empathetic, but it’s not, and the customer knows it. Authentic empathy is a human-to-human experience.
DeMaio shares his philosophy of friendly, empathetic service. He says, “At Amazon, we actually tell people to treat the customer on the phone like they’re your friend. But what we don’t say is the person on the phone is your friend. … What’s natural is to treat them the way you would treat a friend.” And that is how empathy begins.
Customer Support Doesn’t Cost—It Pays
Traditional contact centers have focused on quick, efficient resolutions. Metrics like AHT (Average Handle Time) are efficiency measurements. The goal of handling as many calls as quickly as possible is not as effective as using customer support to not only solve customer issues but also enhance customer relationships. Once again, let AI-fueled self-service tools handle simple problems and have people (customer support agents) spend a little more time with customers to drive repeat business and loyalty. In addition, DeMaio points out that businesses should aim to understand why a customer might want to leave and proactively create positive experiences well before they escalate, to get customers to want to come back. For example, Amazon Connect’s real-time analytics empower agents to detect customer sentiment, identify at-risk relationships and take the necessary steps to save the customer.
Finding the Balance Between Technology and Human-to-Human Conversations
The balance between technology and human support will vary. However, the future of customer service is not about choosing between AI and humans. It’s about using the strengths of both to create a convenient, efficient and seamless experience. Customer service is not just about fixing. It’s about caring and building long-term, loyal relationships. DeMaio summed it up by saying, “Think about the long-term value of the customer. And then think about how you would want to be treated as a human being. And then think about how AI can help you do that better.”
Source: https://www.forbes.com/sites/shephyken/2025/11/30/better-together-amazon-connect-combines-ai-and-human-empathy-for-exceptional-service/
