AI excels at automating repetitive tasks and reducing the effort needed to manage complex systems and operations. It often fails—and can even cause harm— when companies deploy it to replace human interaction in relationships with customers, employees, or vendors. Few things destroy trust faster than a company’s unwillingness (or inability) to engage personally.
In the 1980s and 1990s, large companies widely adopted auto-attendants (interactive voice response systems) to cut labor costs and shield themselves from direct customer contact. These were marketed as “convenience” for callers. In reality, they generated widespread frustration—long menus, dead ends, and repeated inputs became the norm. Over time, customers grudgingly accepted this as standard, but companies that still offered direct human engagement gained a competitive edge. Eventually, many of those same large firms shifted customer service to outsourced, low-cost human call centers overseas to regain lost market share and repair the damage done by over-relying on automation.
We are seeing the same pattern repeat today with AI. Companies are once again rushing to eliminate human contact in the name of “convenience” and efficiency. The core problem remains: genuine human relationships depend on empathy and advocacy—qualities no machine can authentically replicate.
We are enthusiastic supporters of AI. We use it every day in our work, it’s deeply integrated into our systems, and it is an extraordinarily powerful tool for dramatically reducing labor costs and increasing productivity. That said, like any tool, AI delivers the best results when it is applied to the appropriate tasks.
Needle-nose pliers are essential in any toolbox, but they’re useless for hammering in a nail. The same principle applies here: use AI where it shines, and keep humans where connection, understanding, and trust matter most.