Stop asking AI to cut costs: why CX demands a strategic overhaul.

Viewing AI exclusively as a lever for workforce reduction limits its true potential and risks compromising the entire service ecosystem. Data presented by the Politecnico di Milano highlights a stark industry paradox: in 2025, 81% of companies investing in AI have launched initiatives for customer management, yet a mere 11% report having the advanced skills necessary to properly govern these technologies. 

Applying powerful AI to disjointed or inefficient processes does not simplify operations; it merely amplifies existing complexities. As a recent Deloitte Digital report aptly noted, if an organization is solely focused on optimizing its people, it is already falling behind. The true competitive edge over the next decade will belong to those who optimize the intelligence and governance of their service. Following this assumption, customer experience is becoming one of the most strategic assets for business growth because it sits exactly at the intersection between data, technology, emotions and trust.

The real-world applications shared by panelists demonstrate that AI is successfully dismantling the outdated paradigm of customer service as a mere cost center. Cristiano Catania of Douglas illustrated how they utilize AI not to replace staff, but to hyper-humanize the customer journey. By anticipating purchasing needs and offering ultra-personalized in-store services, such as advanced skin analysis, they are creating what can be described as "augmented humanity". 

Similarly, in the pet care sector, Riccardo Natale from L'Isola dei Tesori explained that their strategy involves automating first-level support to buy back time. This automation frees up human operators to handle complex, value-added consultations - such as validating online information regarding animal nutrition and behavior - for an increasingly informed customer base.

In sectors demanding high security and clarity, AI is elevating accessibility to unprecedented levels. E.on is utilizing micro-analyses of consumption data to meet modern consumer demands for savings and sustainability, personalizing services based on living habits and values, as Luca Conti explained. Meanwhile, Alessandro Turra of Vite Sicure highlighted how AI enables them to replace frustrating traditional IVR systems with evolved artificial agents capable of providing clear, precise answers to complex inquiries, even at 2 AM. 

On the digital marketing front, Elena Del Boca of GHD detailed how AI acts as an invisible engine optimizing paid media campaigns and analyzing social conversations to intercept trends and deliver highly engaging content.

In this transforming landscape, the role of a Business Process Outsourcer (BPO) like Transcom is evolving. We are no longer simply a tool for cost reduction; we are strategic partners who manage daily operations and share business risks. Our objective is to leverage consumer insights to increase their sales, expand the customer base, and significantly reduce churn rates. 

Customer Experience is no longer just an operational function; it is a key infrastructure essential for generating data, insights, and value throughout the entire corporate decision-making chain. The fundamental questions leaders must ask today are not about cutting corners, but rather: are our departments truly interconnected? And have we internalized a genuinely client-centric logic at every level of our organization? The future will not belong to the companies adopting more technology, but to those able to orchestrate it intelligently around people. Thanks again to everyone who contributed to such an open and meaningful discussion.