AI In Customer Service: Opportunities And Challenges
Tuomioja, Joona (2025)
2025
Tietojohtamisen DI-ohjelma - Master's Programme in Information and Knowledge Management
Johtamisen ja talouden tiedekunta - Faculty of Management and Business
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Hyväksymispäivämäärä
2025-08-19
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202508198325
https://urn.fi/URN:NBN:fi:tuni-202508198325
Tiivistelmä
Artificial Intelligence has become an integral part of everyday life in recent years, and organizations are increasingly leveraging this technology to enhance their operations. A primary field for this integration is customer service, which has already been undergoing a digital transformation aimed at improving customer interactions and operational efficiency. Many companies have utilized chatbots and virtual voice assistants in their services. However, despite the promising capabilities of AI, a significant challenge has emerged: a gap between the technology’s potential and the actual experiences of users. This study aims to address the issue by exploring consumer perceptions, offering a comprehensive understanding of how AI is currently shaping customer service interactions.
The study was guided by research questions focused on identifying the benefits and challenges of AI in customer service, and on comparing consumer perceptions of AI-driven versus human interactions. The research was conducted as a qualitative study, combining a literature review with an empirical consumer survey. Data was collected via an online qualitative survey of 24 participants with experience using AI-powered customer service tools. The responses were systematically analysed using thematic analysis to identify key themes related to consumer expectations, frustrations, and preferences.
The results of the study indicate that the primary benefits of AI are its speed and 24/7 availability for simple inquiries. However, significant challenges remain, including AI’s limited ability to handle complex issues, a lack of perceived empathy, and frequent miscommunications. Findings also show a strong consumer preference for transparency and for an easy option to transfer to a human agent. Consumers perceive a clear trade-off: AI is valued for efficiency in transactional tasks, while human interaction is preferred for its emotional intelligence and problem-solving capabilities in more complex situations. The thesis concluded that balanced approach where AI complements rather than completely replaces human agents is essential for successful integration of AI in customer service.
The study was guided by research questions focused on identifying the benefits and challenges of AI in customer service, and on comparing consumer perceptions of AI-driven versus human interactions. The research was conducted as a qualitative study, combining a literature review with an empirical consumer survey. Data was collected via an online qualitative survey of 24 participants with experience using AI-powered customer service tools. The responses were systematically analysed using thematic analysis to identify key themes related to consumer expectations, frustrations, and preferences.
The results of the study indicate that the primary benefits of AI are its speed and 24/7 availability for simple inquiries. However, significant challenges remain, including AI’s limited ability to handle complex issues, a lack of perceived empathy, and frequent miscommunications. Findings also show a strong consumer preference for transparency and for an easy option to transfer to a human agent. Consumers perceive a clear trade-off: AI is valued for efficiency in transactional tasks, while human interaction is preferred for its emotional intelligence and problem-solving capabilities in more complex situations. The thesis concluded that balanced approach where AI complements rather than completely replaces human agents is essential for successful integration of AI in customer service.