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The Application of Artificial Intelligence in Service Centers: An Experience Management Perspective

The following article by Alan Nance, Vice President, Experience Advocacy – XLA Institute, was first published in the HDI Brazil publication: “IA para Centro de Serviços“.

Introduction

The integration of artificial intelligence (AI) into service Centers is catalyzing a transformation in both operational delivery and experience management. As organizations shift from traditional service-level agreements (SLAs) to experience-level agreements (XLA®s), the focus expands from process efficiency to the holistic, cumulative experience of both customers and employees. This article explores the opportunities, concerns, and best practices for AI in service Centers, grounded in the principles of experience management and the “fastest value first” approach.

Opportunity for Service Centers: Fastest Value First

From an experience management perspective, AI’s most significant opportunity in service centers is to transition from process-centric operations to value-driven experience orchestration. The “fastest value first” principle is central to this evolution: categorizing and prioritizing work not simply by urgency or arrival time, but by the value each action creates or defends for the organization and its stakeholders.

AI can automate triage, categorize requests, and dynamically prioritize based on business impact, thus maximizing the money value (MVT) for both the business and its customers. By automating repetitive tasks such as ticket categorization and routine responses, AI
enables human agents to focus on complex, emotionally nuanced cases that require empathy and creativity (Jobanputra, 2024; Origin 63, 2024).

This is the foundation of moving from inside-out practices to outside-in principles, ensuring that service Centers deliver value, experience, and speed at scale. Additionally, AI enables the XLA® stack—integrating operational data (e.g., resolution rates) with sentiment data (e.g., customer contentment)—for a holistic view of service experience and continuous improvement.

Opportunities for Customer Experience

For customers, AI in service Centers means faster, more personalized, and consistent support. AI-powered chatbots and virtual assistants provide 24/7 availability, reducing wait times and ensuring immediate access to assistance (Jobanputra, 2024; Salesforce, n.d.).

AI leverages historical and real-time data to anticipate needs, offer proactive solutions, and tailor recommendations, enhancing the overall journey and reducing experience anxiety (Tank, 2025). This personalization is not limited to simple greetings—AI recommends relevant articles, escalates to humans when needed, and ensures experience parity across channels and demographics (Tank, 2025).

Consistency and accessibility are especially critical as customers expect the same level of service regardless of when or how they engage (Origin 63, 2024).

Concerns for the Experience of Service Desk Professionals

Despite these opportunities, AI brings significant concerns for staff. Job displacement due to automation of routine tasks is a primary fear, leading to anxiety about job security and role changes (Hersh, 2024; Kosub, 2025).

The need for new skills requires robust reskilling programs, as not all employees are immediately equipped to work alongside AI (Salesforce, n.d.). Additionally, AI-driven performance monitoring can create a sense of micromanagement and increase stress, while relegating staff to only the most challenging cases—potentially increasing their risk of burnout (Tank, 2025). There are also ethical concerns, such as accountability for AI errors and the risk of bias in automated decision-making (Kosub, 2025).

Concerns for Customer Experience

Customers, too, have legitimate concerns. The most significant is the potential loss of empathy and authentic human touch, especially in emotionally charged or complex situations (Rubinet et al., 2025; Tank, 2025).

AI is prone to errors when interpreting nuanced or ambiguous language, which can erode trust and satisfaction (Tank, 2025; Origin 63, 2024). Data privacy is another major issue, as AI requires significant personal data to function effectively (Tank, 2025).

Furthermore, customers who are less tech-savvy or have accessibility needs may feel alienated by AI-driven services, highlighting the importance of inclusive design and easy escalation to human support (Origin 63, 2024).

Recommendations for AI in Service Centers

To maximize the positive experience for both staff and customers, the following best practices are recommended:

Balance Automation with Human Touch

AI should handle routine tasks, while human agents focus on complex and emotionally nuanced interactions. Seamless transitions between AI and humans are vital (McKinsey & Company, 2025).

Prioritize Training and Change Management

Comprehensive training and upskilling programs are essential. Employees should be involved in the design and improvement of AI systems (Hersh, 2024).

Ensure Transparency and Ethical Compliance

Clearly communicate when and how AI is used. Implement strong privacy, security, and ethical safeguards (Jobanputra, 2024; Salesforce, n.d.).

Focus on Personalization and Experience Indicators

Organizations should take an experience first approach to AI. Use AI to analyze customer data, personalize experiences, and integrate both operational and sentiment data into XLA® measurement frameworks.

Start Small and Scale Thoughtfully

Begin with targeted pilot projects, using feedback from staff and customers to iterate and improve before scaling up (Kosub, 2025).

Design for Inclusivity and Accessibility

Ensure AI services are accessible to all, with clear escalation paths to human support and user-centric design (Origin 63, 2024).

Conclusion

AI in Service Centers offers a profound opportunity to reimagine how value and experience are delivered. By adopting experience management principles and the fastest value first approach, organizations can enhance efficiency and personalization while fostering memorable experiences for both customers and staff. However, thoughtful implementation—balancing automation with empathy, investing in people, and focusing on meaningful outcomes—is essential for success. Ultimately, the goal is not only fast resolution, but also value creation and experience relief for everyone involved.

XLA® is a registered trademark of the XLA Institute.

References

Cheta, O., Kosub, M., & Blackader, B. (2025). The future of customer experience: Embracing agentic AI. McKinsey & Company.

Hersh, J. (2024). Research finds how AI will impact demographics differently. Chapman University.

Jobanputra, K. (2024, August 22). Customer service: How AI is transforming interactions. Forbes Business Council.

Nance, A. (2024). Future of XLA® and Service Management Brazil V3.04. XLA® Institute

Origin 63. (2024, September 6). Balance AI and human touch in service. Origin 63.

Rubinet, A., et al. (2025). New study explores artificial intelligence and empathy in caring relationships. JMIR Preprints, 18/01/2024:56529. https://doi.org/10.2196/preprints.56529

Salesforce. (n.d.). AI in customer service — A complete guide. [URL https://www.salesforce.com/service/ai/customer-service-ai/]

Tank, A. (2025, February 7). The pros and cons of AI in customer service. Customer Service Insights. https://www.customerserviceinsights.com/ai-pros-cons

Alan Nance

Vice President Experience Advocacy at XLA Institute.
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