The idea of customer service dates back to the late 19th century when the invention of the telephone first came about. Because there was finally an easier means of communication through the phone, the invention revolutionized customer service by making real-time inquiries possible. Businesses could finally interact with customers in a meaningful way, leading to the development of service as we know it today.
At its best, customer service has always been a reflection of how businesses value the people they serve. It is responsive, thoughtful, and trustful, yet at the same time, it can sometimes be fragmented, delayed, and complex. Even today, customer service has its flaws, and enterprises worldwide are consistently finding ways to perfect it everyday.
With AI now at the center of society, large language models have shifted customer service entirely. The more automation becomes embedded into the service industry, companies are being forced to pivot into automated workflows to remain competitive in the market. Major firms are investing millions of dollars in AI, while startups are following in a similar trajectory.
Over the past few years, AI has moved from experimentation to real value. Customers now assume instant responses, seamless handoffs, and 24/7 availability. In response, enterprises have raced to make frequent upgrades to keep pace with these needs. The result has been promising, and customer service across America has transformed for the better.
Technology alone is only the starting point of efficiency, however. Too often, AI in customer service is treated as a replacement for people rather than an extension of a team. In practice, customers may get faster answers, yet still feel unheard. Issues may be closed, but not truly resolved.
Rather than AI on its own, experts say AI-human partnership is far more nuanced. AI handles the routine tasks, while humans, in turn, do the other responsibilities that machines cannot. They apply judgement, navigate decisions, and respond emotionally, which is the very approach that will uncover which companies succeed, and which ones falter.
“I’ve watched the enterprise landscape shift from ‘Call-First’ to ‘Self-Service’, but today’s customers demand something more. They demand instant gratification they experience in their daily lives with AI. In the past, we were held back by poor data, siloed information, and disconnected technology. Now leveraging automation, human agents can partner with AI agents to access data across organizations and the entire enterprise stack,” explains Jason Rosenfeld, Chief Growth and Alliances Officer at NewRocket.
This transformation isn’t just about customer service alone. What’s happening in service is also becoming a major turning point for industries across healthcare, finance, marketing, and beyond. When AI and humans work together, it allows teams to re-establish where people thrive best.
This isn’t to say AI on its own has completely failed either. About 88% of companies report using AI for at least one business function, and customer support teams are no exception. It’s evident AI in service is a necessity, but Rosenfeld argues there needs to be some kind of humanistic purpose behind it.
He continues, “This isn’t just about answering questions either, it’s about orchestrating real solutions and fast. Enterprises of the future have moved beyond painful self-service repetitive disconnected tasks to delivering complete and immediate outcomes for customers. This increases their trust of the enterprise and ultimately customer satisfaction.”
Adding to this hybrid momentum are platforms like ServiceNow, a cloud-based application that makes shifts like this tangible. As a single system, ServiceNow gives organizations the infrastructure to connect workflows, unify data, and integrate AI across customer service operations in a way that is scalable and measurable.
The opportunity to enhance the customer experience has never been more urgent than right now. Of course, AI is impressive. It generates in seconds, and its overall performance is undeniably impressive. But in this next phase of AI, it requires humans to intervene.
Moving forward, human teams must be ready to tackle AI head on, and fast. America knows AI is already accelerating, and if everyone is willing to collaborate with it, entire enterprises could see a triumphant journey ahead of them.
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