As artificial intelligence increasingly becomes inseparable from customer interactions, one question looms larger than others: How do businesses preserve the humanity in their service? For Gaurav Passi, founder and CEO of Zingly.ai, the answer isn’t about pitting AI against humans but about orchestrating a partnership between the two.
In his vision of the world, machines handle the predictable tasks, while humans step in to resolve the nuanced, ensuring both efficiency and empathy coexist in every customer journey.
“Most people assume AI handles the simple stuff, while humans take on complex issues,” said Passi. “But reality is rarely that clean-cut.”
Customer needs don’t always fit neatly into predefined categories. A tech-savvy individual may struggle with an unfamiliar banking process, or an AI might fail to understand the emotion behind a seemingly simple request.
Organisations need to adopt a dynamic, hybrid approach, capable of interpreting nuanced customer requests. AI excels at filtering inquiries, handling repetitive tasks, or guiding users toward solutions.
However, businesses must design systems where artificial intelligence and humans work in tandem: escalating complex or emotionally charged interactions to a human at just the right moment. The key, he suggests, is giving customers control and letting them opt for human assistance whenever they feel it’s necessary.
Solving FORO: Fear of reaching out
For some customers, the hurdle isn’t a lack of support, but the discomfort of engaging with it. According to Passi, there is a growing phenomenon: fear of reaching out (FORO), where customers avoid tech-based support channels, fearing frustration, delays, or being misunderstood.
To buck the trend, organisations need to create engagement channels that feel welcoming and intuitive. There are an array of customer options from chatbots and self-service portals to live calls and video support. This inclusivity removes barriers for customers who prefer human interaction, while catering to those who value the speed of automation.
A seamless experience requires more than channel variety, though. “Customers shouldn’t have to repeat themselves or dig through old emails for details,” said Passi.
“Centralised interaction histories and AI-powered insights can make even the most complex transitions between systems feel effortless,” he added.
Industries like banking and insurance face a mind-boggling collection of challenges when integrating AI. Trust is non-negotiable, and customers expect expert guidance for critical decisions. In such a traditionally conservative operating environment, AI is likely to be used initially behind the scenes, to accelerate agent assistance.
By supporting human teams with data and predictive insights, financial institutions can refine their processes without overwhelming customers.
“AI shouldn’t replace expertise,” Passi explained. “Its role is to simplify tasks like qualifying leads or gathering preliminary details, so human experts can focus on high-value interactions.”
Over time, gradual introductions of customer-facing AI can ease adoption while preserving trust.
Building the perfect balance
Passi’s vision for AI-human collaboration hinges on adaptability. Organisations must continually analyse data from customer interactions to refine their systems. Feedback, real time monitoring, and metrics such as deflection rates and sentiment analysis provide the insights needed to adjust the balance dynamically.
But success isn’t just about solving problems faster or cutting costs. “True progress happens when automation supports — not replaces — the empathy and intuition that define exceptional customer experiences,” said Passi.
AI is not a replacement for human interaction; it’s an amplifier of what humans do best. Companies can leverage the efficiency of machines without sacrificing the warmth and understanding only humans can provide.
Passi’s vision is clear: as AI evolves, businesses that prioritise empathy alongside innovation will lead the way in creating transformative experiences.