The Empathy Gap: The CX Academy on What AI Can't Do in Complaints

One of the biggest promises of artificial intelligence (AI) is lightning-fast service, which makes AI-powered complaints handling an attractive option for many businesses. But there’s still one last frontier AI can’t breach: the human connection.

We spoke with Michael Killeen, Customer Experience Leader at The CX Academy, about how organisations can integrate AI into complaints handling without sacrificing the personal touch that is crucial for excellent customer service.

His full interview features in Aptean’s new ebook: Expert Insights on Using AI To Manage Customer Complaints.

Q: How should organisations be applying AI to complaint handling?

A: AI excels at managing the repetitive, process-driven parts of complaints. It can log complaints, categorise them, retrieve histories, spot trends and even draft initial responses for straightforward cases. This frees staff from admin and data entry.

Humans can instead focus on “deeper engagement”—listening to customers, understanding emotional drivers and transforming complainants into advocates. That requires human creativity and emotional intelligence.

The most valuable complaint handlers are often those with years of experience who understand nuance and context. AI gives them time to do what humans do best: show empathy, build trust and create connections during challenging interactions.

Q: How do you envision the ideal relationship between AI and human agents?

A: Picture a pilot in an aeroplane with a co-pilot beside them. The co-pilot briefs the pilot about weather and critical information, making their job easier. But ultimately, the pilot still flies the plane.

That’s how AI should work in complaints handling. It turbocharges customer experience while recognising there’s no substitute for human connection.

Q: What common pitfalls do customer service teams encounter when implementing AI for complaint management?

A: For AI to succeed, it must create a “win-win-win” for customers, staff, and the business. When one group is left out, it falls short.

For example, if staff feel threatened by AI rather than supported, they’ll resist it, leading to poor execution and harming customer experience.

Another mistake is investing heavily in AI while neglecting human training. Companies pour millions into technology but skip developing human empathy and relationship-building skills.

Much of today’s training focuses on “hard skills” like products and processes. But in complaint handling, “soft skills” like empathy and active listening are what truly differentiate great experiences. The goal isn’t to replace humans but to enhance their capabilities.

Q: Complaints require differing levels of intervention. How can companies hand off from AI systems to human agents when escalation is necessary?

A: Many organisations stumble here, as building that co-pilot dynamic requires ongoing innovation and testing. The best approach combines “track and act”: monitor customer interactions and empower staff to respond.

Customers value companies that innovate for them, especially when staff can make decisions on their behalf. When complaints escalate from AI to humans, staff need the information and authority to resolve issues without further transfers or delays.

Seamless handoffs require AI to provide full complaint histories, sentiment insights and relevant customer details. Nothing frustrates customers more than repeating their story.

Q: How should organisations address ethical considerations and bias in AI, particularly when dealing with vulnerable customers?

A: My advice is to work closely with regulators and industry groups to stay ahead—and to truly listen to customers themselves.

For vulnerable customers, the most effective approach is including them in designing support processes. A customer experience leader I know regularly holds workshops with vulnerable customers to help build solutions tailored to their needs.

Ethical AI requires accountability, transparency and human oversight, especially when supporting vulnerable customers who need extra care. By listening and involving them directly, you can develop AI tools that both support and know when to step aside for human help.

Q: Beyond improving the customer experience, what impact can organisations expect when they integrate AI tools into complaint management processes?

A: We’re seeing contact centres transform from cost centres into profit centres. When complaint handlers have more time for meaningful conversations, they gather valuable feedback and create moments that strengthen relationships. That’s the real power of AI as an enabler, elevating human roles into something more rewarding and impactful.

Q: What would be your key piece of advice for successfully integrating AI into complaint handling processes?

A: Remember: complaint handling is where emotional connections are tested most. When things go wrong, customers want empathy, understanding and reassurance.

AI should recognise when a complaint needs the human touch and ensure a smooth handoff. Companies that thrive will be those using AI to make complaint handlers more empathetic, informed, and empowered—not those trying to automate empathy itself.

Download Aptean’s new ebook, Expert Insights on Using AI to Manage Customer Complaints for the full interview with The CX Academy and other AI leaders.