I agree with the shift from “cost-cutter” to “brand builder.” The biggest change is that AI customer experience should be measured by resolution and customer outcomes not just how many tickets it deflects. Fast answers are useful, but a fast answer that doesn’t solve the problem only creates another support interaction.

I like the shift from seeing AI as a cost-cutting tool to treating it as part of the brand experience. Saving money is great, but if customers still feel frustrated or ignored, the business hasn’t really improved. Resolution, transparency, and easy access to humans are what can turn AI support into a real advantage.

AI is shifting from a cost-cutting tool to a brand builder customers care less about who handles support than whether their problems are solved. Transparency, human access, and faster, more complete resolutions make AI a key part of the customer experience strategy.

This reframes the whole conversation well. The mistake a lot of companies make is optimizing for deflection because it is easy to measure, while resolution and trust are harder to quantify but are what actually drive loyalty. The Chime example is the proof point that these aren’t tradeoffs, done right, quality and cost savings move together.

I agree with this shift. If AI is only being introduced to reduce support costs, companies may miss the bigger opportunity, a well designed Ai experience can make a brand feel faster, more accessible and more responsive.