The Great Debate: AI Friend or Foe, Job Killer or Ultimate Solution - Parts 1 & 2 Summary

25 March 2025

The UK Contact Centre Forum's "The Great Debate" webinar series has explored the multifaceted impact of Artificial Intelligence (AI) within the contact centre industry, questioning whether it will be a friend or foe and a job killer or an ultimate solution.

In 2024 we all heard a lot about the potential of AI and how it could be used within contact centre environments to impact both Customer Experience (CX) and Employee Experience (EX).

Following a presentation from a supplier in a webinar, Marianne Withers of Atombit was dreaming of a ‘proper debate’ to establish what is actually happening in contact centres and to understand from those engaged in using the technology whether it has really delivered on the expectations and promises. Excited by the opportunity to get underneath the covers and establish a clearer view from practitioners (not sales teams) of the reality, I contacted Marianne and together we cooked up a plan to get a real debate going.

On hearing the news of the debate Chantelle Newton of UK Contact Centre Forum, stepped up offering the UKCCF webinar platform as she really believed this would be of interest to the full membership base.

When the guest list for the panellists was determined, it was clear that more than one session was going to be needed (great idea William Carson!) and so the Trilogy was born.

With two debates now completed, and one to go, I wanted to share a short summary of the first two debates and invite you to join us for the third and final debate…..

Part 1: Current Landscape and Concerns

Panellists:
• Marianne Withers, Atombit,
• Nathan Dring, Nathan Dring and Associates,
• Nerys Corfield, Injection Consulting,
• Simon Norie Custerian.

Chaired by Elaine Lee, Reynolds Busby Lee

This debate started with two poll questions for the audience to get involved. The first question asked whether the audience have as AI strategy in place. The second question asked whether the audience have a people strategy and whether that strategy is intertwined with the AI strategy. The results of these two poll questions were then discussed by the panellists.

• AI Strategy and Adoption: A significant majority (57%) of the audience in Part 1 did not have a formal AI strategy in place, highlighting a gap between AI hype and actual implementation. Only a small fraction (10%) had a fully defined and shared strategy.
• Integration with People Strategy: There's a major disconnect between AI strategy and people strategy, with only 8% of respondents having them intertwined. Marianne Withers expressed concern about the need to meld AI with a ‘People Strategy’ for future success, and not a people policy, an actual people strategy, as the two are very different.
• Value of AI: While generally agreed that AI delivers real value (e.g., auto-summarisation, email processing), concerns were raised about companies rushing into adoption without clear needs. Simon Norrie suggested that a large percentage (86%) of what's presented as AI is pre-existing automation.
• Motivations for AI: Cost saving was identified as a primary driver for AI adoption, potentially overshadowing Customer Experience (CX) and Employee Experience (EX) considerations. Nathan Dring pointed out that the core reason for pursuing AI often comes down to improving the profit line.
• The Future of Human Agents: The consensus was that while AI can handle routine tasks, human agents remain crucial for complex, empathetic, and value-driven interactions. Nathan Dring stated that "AI will do that thing where it will solve your problem but not care about you". Marianne Withers emphasised the need for an Omni-channel approach.
• Job Displacement and Skills Evolution: There were apprehensions raised about potential job displacement in frontline roles, especially entry-level position. Nerys Corfield suggested a shift towards advisors being supported by AI, handling more complex issues, and potentially moving into roles like prompt management. Simon Norrie cautioned that a lack of current consideration for AI could lead to a replacement strategy rather than enhancement of existing capabilities.

Part 2: Deep Dive into Applications and Ethics

Panellists:
• Marianne Withers, Atombit,
• Martin Anderson, Lemon Contact Centre,
• Paolo Righetti, Atombit,
• William Carson Ascensos

Chaired by Elaine Lee, Reynolds Busby Lee

This debate took a deeper look at some of the applications of AI in the real world and explored the ethics surrounding the use of AI.

• Drivers for AI Adoption Revisited: The second debate reinforced that financial pressures and cost savings remain significant drivers for AI adoption, sometimes overshadowing holistic strategies. Martin Anderson noted AI becoming "the new sort of marketing thing".
• Benefits for Agents: William Carson highlighted benefits of AI for front-office colleagues like "content summarisation" and "containment within certain channels," arguing that improving agent experience leads to better customer outcomes.
• Generative AI as a Catalyst: Paolo Righetti provided historical context, noting that AI (AIML) has been around since the 90s, but generative AI (like ChatGPT) has heightened the perception of novelty and potential disruption. He emphasised that maturity in AI adoption comes from embracing it within existing areas of competence.
• AI in Recruitment: Paolo Righetti presented evidence of narrow AI "systematically outperforming human beings in driving recruitments," particularly in high-volume, standardised roles. This sparked a debate on ethical implications of using AI in hiring processes, Martin Anderson expressed strong reservations, while Marianne Withers emphasised that ethical considerations depends largely on how AI is applied in recruitment. Paolo clarified that AI in this context often provides suggestions rather than making final decisions, focusing on matching personality traits. A poll during Part 2 showed varied opinions on using AI in hiring staff.
• Ethical Considerations and Bias: The discussion extended to broader ethical concerns, including bias in data and algorithms. William Carson stressed the importance of "trust" and public confidence in AI systems .... Paolo Righetti emphasised the need for AI systems to be "validated against discrimination exactly as a human process would be”.
• Impact on Bureau Providers: Martin Anderson shared that AI is not currently having a significant direct impact on their bureau business, as many clients still prefer human interaction, but anticipates AI becoming a support tool for agents.
• Social Impact and Entry-Level Jobs Revisited: Marianne Withers reiterated concerns about AI displacing entry-level jobs and called for national-level consideration of these social impacts.
• AI Education Focus: A poll indicated a preference for AI education to focus on both the use of AI tools and the underlying concepts and ethics.

Conclusion:

The first two parts of "The Great Debate" underscore the complex landscape of AI implementation in contact centres. While efficiency gains and agent support are acknowledged, significant concerns remain regarding strategic integration, the dominance of cost-saving motives, ethical considerations (especially in recruitment and bias), potential job displacement, and the broader social and economic consequences. The debates highlight the crucial need for a thoughtful and balanced approach to AI, aligning technological advancements with human values and ethical principles. The upcoming third part promises to further explore these critical issues.
If you’d like to watch the first two debates, please click the links The Great Debate Part 1 The Great Debate Part 2

The final instalment.

The final instalment of this ’Trilogy of Debates’ will take place on April 10th at 12.30pm - 1:45pm. You can register here. Don’t miss it.

The Panellists are:
• Marianne Withers, Atombit
• Garry Gormley, FAB Solutions – The Contact Centre Specialists
• Martin Teasdale, The Team Leader Community and Get out of Wrap
• Simon Poland, EvaluAgent

Chaired by Elaine Lee, Reynolds Busby Lee