Customers are increasingly willing to use AI in service interactions - but only when it makes things genuinely easier. Many organisations are racing to increase automation, yet the real adoption driver is customer confidence: accuracy, convenience, data confidence, and the ability to reach a human when they want to.

Where AI works — and where it breaks down

In this session, we’ll take a practical look at where AI self-service works today, where it frequently breaks down, and how leading CX teams are redesigning journeys to protect trust while still improving speed and efficiency.

Turning research into action

We’ll connect the latest findings from Puzzel’s State of Contact Centres 2026 research with independent industry perspectives to sense-check what’s realistic over the next 6-12 months.

You’ll leave with a clear framework for choosing the right use cases, designing better handoffs, and measuring whether AI is improving the customer experience - or creating friction elsewhere.

Key focus points:

• A simple use-case framework for designing AI service journeys customers will actually use

• How to spot “false wins” (AI self-service that increases repeat contact or complaints)

• What to measure beyond deflection: signals that AI is improving or harming experience

• A roadmap: what’s realistic now vs what needs foundations first