How CX leaders should split work between humans and AI

A new CMSWire article makes the case that AI isn't erasing customer experience roles. It's redistributing them. Karl Phenix, VP of Global Microsoft Strategy and Go-to-Market at TTEC Digital, sees the shift firsthand.

AI agents classify requests, retrieve knowledge, and summarize interactions. Associates absorb the exceptions, judgment calls, and escalations that automation can't resolve.

The gap between what you measure and what your customers feel is real. ServiceNow's study of 34,000 customers, associates, and executives found 50% of customers cite a lack of empathy as their top frustration. Only 23% of executives see it as a top challenge. Qualtrics reports 74% of consumers still prefer human channels for issue resolution.

The article lays out a framework for CX leaders to decide what AI can handle alone, when a case belongs with a person, and how to measure success beyond containment rate. Phenix describes a frontline role in transition. Associates are moving away from routine questions and toward complex cases, exceptions, escalations, and relationship-building. Supervisors are evolving from managing people alone to managing both people and AI performance.

The skills that matter most now outpace transactional task execution. Critical thinking. Decision-making. Quality assurance. AI oversight. Coaching. The future associate is less an information provider and more a problem solver and customer advocate.