Handshake between human and robot

Why generative AI won’t replace GigCX


Roger Beadle, CEO of Limitless, delves into the interplay between AI and human interaction in the realm of customer service.

1st Sep 2023

With Chat GPT dominating the news agenda right now, generative AI has been making strides in the customer service industry. Everyone’s got the same question in mind: will technology-driven interactions supersede customer experiences driven by human interaction and if so when?

With the rapid advancement of AI, businesses would be remiss if they didn’t integrate AI into customer service organisations in order to provide the best service. Yet its existing limitations are real and should not be ignored. With the proper investment, AI can handle simple queries and streamline the customer service process, as well as help out in many other aspects of customer service. But as of today, the path to service without human interaction isn’t yet available. 

The human touch in customer service is crucial for building trust and loyalty with customers. Human agents can provide personalised solutions, offer emotional support, and build relationships with customers. As a recent Forbes article said, “if all you are is an automated company, you have no way to emotionally connect with your customers”. AI can automate your service but it will not help brands build lifelong relationships with customers.

So a balance is needed. But what should the balance look like?

AI adoption in customer service 

AI is increasingly being adopted by various industries, such as finance, healthcare, retail, and manufacturing, to name a few. AI is being used to automate repetitive and manual tasks, enhance productivity and provide insights that humans might miss (as is the case with its integration into customer service). 

Companies can leverage AI to automate routine tasks and improve customer service. AI-powered chatbots can be used to provide customers with quick and efficient responses to their queries, freeing up customer service representatives to handle more complex issues. A survey in 2022 found that 62% of consumers would prefer to use a customer service bot rather than wait for human agents to answer their requests. 

Companies can then train their human agents to work alongside AI, leveraging AI's insights to provide better service to customers. These human agents are able to handle complex issues that require empathy, critical thinking, and problem-solving skills. 

But could AI alone help brands personalise the experience and attract new customers? 

Its limitations 

While AI is making great inroads in answering enquiries inventively, its use should be avoided in trying to replace human to human interactions. As of yet, AI has an inability to truly understand human emotions and form emotionally intelligent responses, not to mention it being prone to mistakes. One of ChatGPT’s flaws, yet humorous qualities, is its ability to sound so confident when giving wrong answers - in the customer service world, this could inevitably impact satisfaction. 

One of ChatGPT’s flaws, yet humorous qualities, is its ability to sound so confident when giving wrong answers

By employing AI in this context, it also opens the door for another well documented limitation ‒ and that’s AI being prone to bias. Relying on the data it is trained on, it can replicate and amplify human biases in a way that can discriminate against certain groups. 

This is why it is important to ensure that AI is used as a complementary tool rather than a replacement for human customer service. Customers often need empathy, understanding, and problem-solving skills that only a human agent can provide. It’s why the blended approach of human and AI together works best. 

How GigCX uses AI

GigCX is a model of customer service that leverages freelancers, independent contractors, and gig workers to provide on-demand customer service. GigCX brings outstanding customer service agility while reducing costs and without sacrificing the human touch in customer service. Brand advocates taking gigs are equipped to provide personalised and empathetic customer service, improving customer satisfaction. Not only this, but companies can tap into a global pool of talent to provide 24/7 customer service, regardless of the time zone. The GigCX Platform uses AI to field and assess customer queries, directing queries to the best possible resources who have the perfect skills to help, whether that be a GigCX Expert or a traditional contact centre agent. 

AI is unlikely in the foreseeable future to replace human interaction. It's tough to imagine AI encouraging people to buy new products based on experience and there isn’t a robot out there that can explain its experience with hair colour, cosmetics, or daily gaming interaction. For pre-sales and customer onboarding people are again better able to support customers.

The bottom line

The battle of humans versus AI is more of a companionship than war. While AI is being increasingly adopted across various industries, it's crucial to acknowledge its limitations and use it to supplement human skills, rather than replace them entirely, and it’s in a different category from GigCX. To provide exceptional customer service, businesses must embrace a hybrid approach that combines the strengths of AI and human agents. By doing so, they can elevate the customer experience, build long-term customer loyalty, and achieve their business goals.


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