The Transformation of Customer Service: from Automation to Agentic AI
Customers today expect fast responses, personalized communication, and seamless service across all channels. At the same time, companies are under pressure to improve customer service quality while reducing costs. As a result, customer experience is becoming one of the most important competitive advantages.
Companies across the Baltics are increasingly using artificial intelligence, automation, and data analytics to improve customer experience and make contact center operations more efficient.
🔶 6 things the most successful companies are doing right now
✔️ Using customer experience as a core competitive advantage, not just a support function
✔️ Turning CX improvement into a company-wide responsibility, not just a customer service department task
✔️ Unifying data, channels, and teams on a single platform to eliminate information silos
✔️ Making decisions based on real-time data, not assumptions
✔️ Identifying issues in the customer journey before they impact satisfaction
✔️ Using AI not only for automation, but also to coordinate customer experience and reduce workload
These topics were discussed by Genesys experts Regis Mace and Niklas Rosendahl during the “Customer Experience 2026 - what you need to know” conference organized by Genesys and Adventus Solutions.
Customer experience is becoming the main competitive advantage
Genesys expert Regis Mace emphasized that companies can no longer compete only through products or pricing. Customer experience is becoming the key factor that drives customer loyalty.
During his presentation, he used the phrase “Business as usual is not an option”, highlighting that traditional customer service processes no longer meet modern customer expectations.
To explain the industry’s development, Regis Mace presented the Experience Orchestration model. Contact centers have now reached the Level 4 of all maturity levels - “Agentic Experience Generation” (see on diagram) - where AI can not only answer questions, but also make decisions and actively assist both customers and employees. Read more about Experience Orchestration levels.
What is Agentic AI?
Agentic AI is an approach where artificial intelligence helps coordinate the customer experience across different communication channels. It allows companies to automate processes, personalize communication, and reduce manual work.
To help companies reach the next level of customer experience, Genesys offers the Genesys Cloud platform, combining:
- automation,
- employee support,
- personalization,
- analytics and optimization.
According to Regis Mace, contact centers are evolving into unified customer experience management platforms where AI helps companies make data-driven decisions and improve operational efficiency.
From strategy to real-life demonstration
Genesys expert Niklas Rosendahl demonstrated how companies can use “Genesys Cloud Agentic AI” to create virtual agents and automate customer service operations.
During the demo, he showed an airline example where a virtual agent assists customers across different channels - answering questions, changing airplane seats, and adding extra services to reservations.
The presentation also showed how AI supports customer service employees by:
- identifying the reason for customer contact,
- generating conversation summaries,
- recommending next steps,
- transferring information without manual data entry.
This allows employees to focus more on solving customer issues instead of administrative tasks.
Helping companies make data-driven decisions
Analytics and quality management tools are an important part of Genesys Cloud.
The platform can:
- automatically generate call transcripts,
- analyze customer sentiment,
- create conversation summaries,
- identify quality risks and customer issues.
This helps companies make faster, data-driven decisions and improve customer service quality.
What is Journey Management?
Journey Management is a tool that helps companies analyze the customer journey across all communication channels.
It allows businesses to identify:
- where customers face problems,
- where communication is interrupted,
- which processes create frustration or repeated contacts.
Niklas Rosendahl demonstrated how “Journey Management” helps companies identify problem areas faster and continuously improve customer experience.
Customer service is becoming a company-wide priority
Throughout the conference, speakers emphasized that successful customer experience is no longer only the responsibility of customer service teams. It is becoming a company-wide priority.
AI and automation provide companies with new tools to improve efficiency, but the ability to understand customer needs and deliver a trustworthy, human experience remains essential.
Companies that successfully combine artificial intelligence with a human approach to customer service will gain a significant competitive advantage in the coming years.
Key takeaways and next step
Customer service is shifting from a reactive support function to an AI-driven, omnichannel ecosystem where automation, data, and seamless communication define both efficiency and experience. The key change is not only technological but organizational: companies must rethink processes, roles, and end-to-end interaction design to deliver consistent, connected service across channels.
But transformation is not achieved by understanding trends alone - it requires structured implementation, the right platform, and a clear roadmap tailored to each organization’s maturity level.
If you are evaluating how to transition to a unified, AI-powered customer experience model, ask Adventus Solutions about a transformation roadmap tailored to your contact center - from omnichannel integration to Agentic AI implementation and measurable CX improvements.
Related articles
AI is already changing customer service in the Baltics: key trends and insights from “Customer Experience 2026”
Explore the top customer experience trends for 2026, including Agentic AI, automation, omnichannel communication, and Bigbank’s Genesys Cloud migration story from the “Customer Experience 2026” Baltic CX leaders event.
Read more
6 Levels of Experience Orchestration
Learn how artificial intelligence is impacting the orchestration of customer and employee experiences. The article explores 6 development levels – from manual processes to universal automation – that help organizations optimize systems, processes and policies for future growth.
Read more
Top 9 Contact Center Trends for 2026-2027: AI, Cloud and Customer Experience in the Baltics
Discover the top contact center trends for 2025 - AI, cloud migration, omnichannel support, and customer journey management. Learn how Baltic companies are transforming customer service for the digital era.
Read more
Delivering Service at Scale: Contact Center Club at Latvijas Pasts
Contact Center Club visited Latvijas Pasts to explore how they deliver service at scale. Insights include digital transformation, automation in daily operations, a small but highly skilled team handling 13 service areas, strong internal collaboration, and key lessons on AI tool ownership in contact centers.
Read more
2 Years of Contact Center Community: Where Tech Meets Humans
Contact Center Club marks its 2-year anniversary with a visit to airBaltic. Discussions covered AI in contact centers, the balance between technology and human touch in customer service, the role of empathy, and practical CX solutions for leaders.
Read more
New Genesys “2026 Buyer’s Guide for AI and CX”
The new Genesys “2026 Buyer’s Guide for AI and CX” highlights the AI, automation and CX technologies that will shape contact centers in 2026. Discover 6 essential innovations, assess your readiness for AI solutions, and get practical ideas to advance your customer experience.
Read more
Artificial Intelligence in Action
Learn how AI is streamlining management, bolstering security, and transforming customer and employee experiences in ways that are simple yet impactful.
Read more