Pablo Sánchez, CMO & ESG Director, Atento
“The measure of intelligence is the ability to change.” This phrase, often attributed to Albert Einstein, resonates today more strongly than ever in the customer experience sector. We are witnessing a profound transformation of how the links between people and brands are built, and in this scenario, Artificial Intelligence has positioned itself as a true lever. Integrating this technology into contact centers is therefore a structural decision. It’s not just about automating; it’s about transforming the service model from within by combining human expertise with AI’s predictive and prescriptive power
CX, AI, and Human Judgment: A New Operating Standard
The concept of the augmented agent was born at this point of convergence. It’s the evolution of the traditional customer service agent into a hybrid profile, supported by technologies such as generative AI, natural language processing, and emotion analysis. This new model doesn’t replace humans; it empowers them to become more informed, empathetic, and effective professionals.
An augmented agent doesn’t operate alone but within an intelligent system that assists and guides them, enabling faster, more precise, and more personalized responses. This not only improves the customer experience; it also elevates and strengthens the agent’s role, shifting it from executor to advisor with greater problem-solving capacity.
This new role is already generating results with impact. One of our global real estate clients faced a drop in user satisfaction due to difficulties navigating their IVR. We implemented a solution that combined conversational AI with intelligent assist for the human agent, and the result was clear: a 19% reduction in operational errors and a 22% increase in satisfaction. Without losing human touch, agility, precision and relevance were gained in each interaction.[1]
This is just one example of a trend that isn’t slowing down. According to Gartner[2], 85% of CX leaders are preparing, or already running, pilot projects based on conversational AI for 2025. Emotional AI, combined with real-time analytics tools, is helping teams anticipate needs, personalize dialogues, and resolve issues on the first contact. The outcome: more satisfied customers, more efficient operations, and more memorable brands
The Real Shift Isn’t Technological: It’s Cultural
AI forces us to rethink how we operate, decide, and connect. That’s why companies aiming to lead this new era of experience must bet on CX partners who blend operational mastery, analytical capabilities, and advanced technology.
The market is undergoing a major transformation, from traditional Business Process Outsourcing (BPO) to Business Transformation Outsourcing (BTO), driven by the inseparable union of technology and human value. This is forging a new era for customer experience, where the role of the augmented agent emerges as the perfect symbiosis.
In the end, as Einstein suggested, true intelligence lies in our capacity to change and adapt to new realities. In Customer Experience, that maxim becomes imperative: only those who embrace both technological and human evolution will build meaningful experiences and achieve lasting leadership.
[1] Case Study: Real Estate company needed to improve response times
