CX evolved: powered by technology, led by people.
Updated on May 8, 2025
This article was co-authored by Brian Johnson and Cortney Jonas Burnos.
For years, industry leaders have watched new technologies emerge, each one raising questions about its role in customer experience. From IVR to chatbots to RPA, the path forward was often uncertain. Now, AI is the latest evolution, and it is transforming how we think about CX.
At Transcom, we know that AI is not a threat; we see it as a progression in the ongoing advancement of customer experience. It is not intended to replace people, but to support them, enabling customer experience professionals to operate with greater insight, speed, and consistency. The future of CX depends on the interplay between people and technology, where each brings strengths the other cannot. While AI can streamline and support, only humans can foster empathy, communicate nuance, and build lasting relationships. That is why we are developing as a technology-enabled services company, combining human expertise with modern tools to create meaningful, measurable impact.
The real value of AI: elevating call center expertise.
When generative AI first emerged, it sparked both optimism and oversimplified assumptions: chief among them, the idea that it would significantly reduce the need for CX professionals. That view has already proven shortsighted. Today, the more relevant question is how AI can complement and strengthen the capabilities of human agents. While AI is well suited for routine tasks and rapid information retrieval, it lacks the contextual understanding, emotional intelligence, and discretion required for complex or sensitive interactions. Human agents remain essential: they build trust, navigate ambiguity, and create the kinds of experiences that drive long-term loyalty and value. AI will be an important tool in the future of customer care, but people will always be at the heart of exceptional customer care.
At Transcom, AI is not applied in isolation; it is thoughtfully integrated into our operations to enhance human performance. Our customer experience professionals are equipped with AI tools that support faster decision-making, improved accuracy, and deeper engagement. This approach enables us to preserve the quality and empathy of human interaction while meaningfully increasing efficiency at scale.
Leading the change in CX.
At Transcom, we are committed to leading the transformation of customer experience by embedding AI as a core capability, not as a standalone tool, but as a strategic complement to human expertise. Our focus is not on technology adoption for its own sake, but on its capacity to enhance decision-making, consistency and service outcomes. This enables us to guide our brand partners through a rapidly evolving CX landscape with confidence and clarity. People remain essential, not only to manage complex, emotionally nuanced situations, but also to design, oversee, and refine the very systems AI depends on. As these technologies mature, new roles are emerging in governance, orchestration, and optimization, creating opportunities higher in the value chain and reinforcing the importance of judgment, creativity, and leadership in modern customer care.
The future of CX: human-led, tech-enabled.
The future of customer experience will not be defined by a choice between people and technology, but by how effectively the two are integrated. Success depends on aligning advanced tools with deep CX expertise, using technology to strengthen, not replace, human connection. At Transcom, we are leading this transformation by empowering our people, applying AI thoughtfully, and delivering measurable impact for our clients.
Our commitment to continuous improvement positions us to shape what comes next in the CX industry. As AI continues to evolve, we are focused on practical innovation, responsible implementation, and maintaining the human-centered principles that define exceptional customer care.
AI’s role in CX continues to unfold, and Transcom is committed to shaping it with insight, responsibility, and leadership.