Match human involvement to the moment
Decide where people must take over by considering the sensitivity of the customer's situation, not by assuming that more human-like AI is always better. Klarna tried a clearly non-human, transactional AI for missed-payment follow-ups, without simulated empathy or small talk. Customers had a better experience than when a person called because the machine removed the embarrassment of being chased by another person.
Telstra drew a different boundary for bereavement: AI could handle broadband issues, but a person always handled requests to cancel a deceased partner's phone contract. That explicit human-only rule is a useful model for situations where sensitivity takes priority over automation.
Make handoff boundaries leadership decisions about brand behaviour, rather than leaving them solely to technical implementation. Preserve access to people, particularly at moments of friction or frustration. Gartner reported in 2026 that 87% of B2B and B2C customers say companies using GenAI for customer service must provide an option to reach a human agent. Use AI to make interactions more helpful, not simply to reduce costs.
Sources: The Prompt: Are your brand guidelines ready to deliver behaviour?, The Prompt: Why brand matters more than ever in an AI world