Trust or Bust: Why AI Customer Experience Success Depends on More Than Just Efficiency

This article is the first in a multi-part series with Vertical’s curated product partners and their perspective on AI.

It is not difficult to imagine this: You’re on hold for 20 minutes. Finally handed over to the agent who had no record of your previous three calls. They ask you to explain your problem one more time.  Sound familiar? We’ve all been there, and AI was supposed to fix this.

But here’s what’s happening: Companies are rushing to deploy AI purely for cost savings, creating even more frustrating customer experiences. They’re missing the biggest opportunity of our generation.

The Trust Crisis in AI Customer Service

Today’s customers aren’t impressed just because AI speeds up service or automates tasks. They’ve moved beyond asking “Does this AI work?” to “Can I rely on it?”

The questions they’re asking are:

• Am I being treated fairly?
• Does this brand respect my privacy?
• Can I count on the answers I’m given?

When those questions go unanswered or worse, answered poorly, customers don’t just leave. They warn others.

Why Efficiency-First AI Backfires

It is not difficult to see companies treat AI like a glorified chatbot, focused solely on reducing costs and handling volume. They deploy systems that:

• Can’t escalate to humans when needed
• Make promises they can’t keep (“I can help with that!”)
• Forget context mid-conversation
• Hide behind corporate speak instead of providing real help

These companies are optimising for the wrong metrics. Speed without accuracy doesn’t build loyalty; it destroys it.

The Three Pillars of Trustworthy AI

Transparency signals respect. Customers should always know when they’re interacting with AI and why. Netflix suggests shows based on your viewing history, but doesn’t automatically start playing them. That’s transparency with boundaries.

Reliability builds confidence. If a solution is delayed or escalated, customers should know why. If data is being used, they should know how. Retail order tracking doesn’t just say “in transit,” it shows exactly where packages are and when they’ll arrive.

Human-centered design shows empathy. This means solving problems better, not just faster. AI that anticipates needs without overstepping boundaries. Conversations that flow seamlessly between self-service and live agents with full context preserved.

These aren’t just operational wins, they’re trust-building moments that turn customers into advocates.

Ready to ensure your AI is Trustworthy AI?

About 8×8

8×8, Inc. connects people and organizations through seamless communication on the industry’s most integrated platform for Customer Experience – combining Contact Center, Unified Communication, and CPaaS solutions. The 8×8® Platform for CX integrates AI at every level to enable personalized customer journeys, drive operational excellence and insights, and facilitate team collaboration. 8×8 helps customer experience and IT leaders become the heartbeat of their organizations, empowering them to unlock the potential of every interaction.

Copyright 2025 8×8, Inc. 8×8 and associated brand assets are trademarks of 8×8, Inc. All rights reserved.