Why Human-in-the-Loop AI Matters in Customer Service

AI is transforming the way contact centres work, handling everything from simple queries to providing helpful insights.

But while automation brings efficiency, it’s not always the right solution, especially when customers need empathy or nuanced support, and that’s where a human-in-the-loop approach proves essential.

To find out more, we spoke to Chad Lee, Solutions Consultant at Enghouse Interactive, about how contact centres can use technology to support their agents and deliver great service.

Video: New Ways Tech is Helping Agents: A “Human-in-the-Loop” Approach Fosters Customer Trust

Watch the video below to hear Chad explain the new ways technology is helping contact centre agents and how a human in the loop approach fosters customer trust:

With thanks to Chad Lee, Solutions Consultant at Enghouse Interactive, for contributing to this video.

This video was originally published in our article ‘10 New Ways Tech is Helping Agents Right Now‘

Not Every Interaction Can Be Automated

AI is excellent at managing repetitive, structured tasks – things like checking order statuses, answering FAQs, or surfacing customer insights – but some customer situations require more.

Emotional conversations, complaints, or complex queries need empathy, judgment, and an understanding of context, are things AI still can’t fully replicate.

The Role of the Human-in-the-Loop

A human-in-the-loop approach keeps agents at the centre of the customer experience, as Chad explains:

Rather than trying to replace them, AI works alongside staff to:

• Flag issues that need attention
• Suggest next steps or responses
• Prioritise tasks based on urgency or customer sentiment

This allows agents to focus on the parts of the job where they make the biggest difference – understanding context, showing empathy, and making informed decisions.

Why It Builds Better Customer Experiences

People value being heard and understood, especially when something’s gone wrong or emotions are running high, which is why a human response builds trust and loyalty in a way automation alone often can’t.

When agents are supported by AI but still lead the conversation, it helps maintain service quality and personal connection.

Empower Agents, Don’t Replace Them

The real power of AI lies in augmentation, not replacement. Let AI take on the repetitive tasks that drain time and energy, so agents can focus on high-value, human-led conversations. This not only improves service delivery but also reduces pressure on staff.

The future of contact centres isn’t all AI, or all human, it’s about balance, and a well-implemented human-in-the-loop approach leads to faster resolutions, stronger relationships, and better outcomes for everyone involved.

Reviewed by: Rachael Trickey