The AI tipping point: How contact centres in ANZ are reinventing CX

The contact centre in Australia and New Zealand is undergoing a seismic shift. With customer expectations soaring and workforce pressures mounting, artificial intelligence (AI) has emerged as both a solution and a source of disruption. As our recent research shows, AI is no longer on the horizon - it's already here, and its influence is profound.

Across ANZ, as in the rest of the world, contact centres are being redefined by intelligent automation, predictive analytics, and AI-powered chatbots. An overwhelming 98% of centres now report using some form of AI, underscoring just how fast the technology has moved from novelty to necessity. Yet, while AI adoption is widespread, implementation strategies are still catching up, revealing critical tensions that must be resolved for AI to reach its full potential.

High staff turnover, issues with finding skilled local staff following recent moves to re-shore many contact centres, and increasing customer expectations are all playing a part in the evolution of the industry.

Meeting modern customer expectations

Consumer expectations in the region are evolving rapidly. Today's customers expect more than just prompt service—they want interactions that are fast, personalised, and available around the clock. Over the past year alone, 40% of contact centre leaders say they've seen rising demand for 24/7 availability, while 36% cite increased pressure to provide personalised and efficient support.

In response, contact centres are embracing omnichannel approaches, using AI to provide consistent experiences across voice, chat, email, and social platforms. However, only 36% of ANZ contact centres have a truly integrated omnichannel setup, leaving many businesses playing catch-up in the race to deliver seamless service.

AI as a game changer—but not a silver bullet

From chatbots that resolve simple queries to AI-powered analytics that predict customer behaviour, AI is enabling contact centres to scale their operations and boost productivity. Thirty-one percent of contact centres already report significant improvements in performance due to AI, and a further 33% have seen minor gains. The future looks bright: 78% of leaders believe AI will transform their operations into proactive, predictive hubs of engagement.

Yet, despite its promise, AI implementation comes with growing pains. High costs, poor system integration, and employee scepticism present as barriers. In fact, 20% of centres report that AI's challenges currently outweigh its benefits, and nearly a third of leaders cite a lack of trust in AI among agents as a major obstacle.

The human side of automation

Perhaps the most pressing issue for ANZ contact centres isn't technological - it's human. As AI takes over routine tasks, frontline agents are increasingly dealing with the more complex, emotionally-charged kind of interactions – those that simply cannot be handled by a machine. This shift requires new skill sets: emotional intelligence, adaptability, and resilience. Again, a lack of experienced and skilled employees presents a major barrier in the region, especially in light of the higher-level issues employees are now facing.

With this in mind, it is also pertinent to note that there remains a gap between what managers know and what they deliver. While 64% acknowledge that empathy is the most lacking agent skill, only 36% are investing in training for emotional and social interaction. Even fewer—just 41%—are providing continuous coaching to help agents navigate AI-augmented workflows.

This disconnect extends to broader workforce strategy. While engagement, career growth and meaningful support are flagged as key to retention, many organisations are still falling short in these areas. The result? Higher attrition and lower job satisfaction, especially in high-pressure environments increasingly shaped by AI.

The metrics that matter

AI is not just changing the nature of contact centre work—it's also changing how success is measured. Eight in ten leaders now track AI-specific KPIs like BOT Experience Score, BOT Automation Score, and BOT Containment Rate. These new benchmarks reflect a deeper understanding of AI's role—not just in delivering faster service, but in creating better experiences for both customers and agents.

Yet even as leaders embrace these metrics, many are not making the corresponding investments. Seventy-two percent of organisations are not planning to invest in bot analytics, potentially limiting their ability to refine and improve their AI capabilities over time.

Ethics, trust, and the road ahead

AI's rise also raises important ethical and regulatory considerations. In the ANZ region, where data privacy and responsible tech adoption are hot-button issues, 71% of leaders expect future AI expansion to be constrained by concerns around ethics, regulation, and trust.

This highlights the need for strong governance frameworks and transparent AI practices, especially as more contact centres move towards in-house AI development to gain greater control and long-term value.

Striking the balance between tech and touch

If one message rings clear at present, it is this: AI is a critical enabler, but not a panacea. The most successful contact centres in ANZ will be those that combine cutting-edge AI with robust human-centred strategies. That means not only investing in the right technology, but

also prioritising agent development, engagement, and wellbeing.

Ultimately, the future of customer experience lies in balance. AI can supercharge service delivery and streamline operations, but it's the human elements of empathy, connection, and trust that will define the truly standout experiences. Contact centres that get this balance right won't just survive in the new CX landscape, they will likely thrive.