AI at the Crossroads: Cost Savings or Customer Experience?

A few years ago, we made a bet: that voice would be the primary way people interact with AI. Not keyboards. Not chat. Not clicks. Voice.

We’re entering a new chapter in business communications. AI is everywhere. It writes our emails, summarizes meetings, and answers support questions.

But I’m left asking myself: in chasing efficiency, are we forgetting about experience?

If we only see AI as a way to save money, reduce headcount, eliminate queues, and deflect tickets, we’ll miss the real opportunity. The same way early web companies missed the point when they thought the Internet was just a digital brochure.

Remember those static websites in the late 1990s? The ones that said “Welcome to our home page” and listed office hours? That was just a warm-up act to the internet revolution.

The real change came when companies like Amazon reimagined how to serve customers using the Internet as a platform, not a glorified phonebook.

We’re at that same inflection point with AI.

Voice and AI: High Bandwidth Thinkinglink to this section

If you’ve ever had to describe a complicated tech issue via email or chat, you know how painful it can be. Your fingers can’t keep up with your thoughts, and you lose nuance. So you type “please help” and hope for the best.

Things change when we’re given a chance to speak. For millions of years, humans have relied on voice to solve problems together. There’s no reason to assume that that’s going to change anytime soon.

Voice gives us the bandwidth to explain not just the issue, but also its context. We get to explain all the weird symptoms that don’t fit predefined form fields.

That’s why I’m betting that voice will still be the interface of choice for high-stakes, complex, emotionally loaded interactions with AI.

AI Needs to Hear Everything, And Not Just Read What’s Typedlink to this section

I’ve written before about the fragmentation of communication. Messaging apps, chat threads, DMs, emails, video meetings, bots. All those moments are rich with insight, but they’re disconnected.

AI can eventually make sense of all that noise. But the middle layer isn't fully here yet. The data’s there. The potential’s there. The plumbing is still a work in progress.

That said, one place AI is already working well is in voice. For example, 8x8’s transcription systems now support over 50 languages and 90 accent variants. That’s not just a technical brag; it’s the only way to make sure people feel heard.

Because if you want AI to really solve something, you need to talk to it. Not tap at it like it’s a fish in an aquarium.

Customer Experience is the Revenue Strategylink to this section

Metrigy research says customers won’t forgive more than an average of 2.5 bad experiences. A PricewaterhouseCoopers survey found that one in three will walk away from a brand they love after a single bad interaction.

So, ask yourself: do you want AI to cut costs, or do you want it to build loyalty? Another survey from PwC found that 59% of consumers think businesses are creating poor customer experiences because they’ve lost the human touch. That doesn’t mean that all AI-driven interactions are inherently dissatisfying, but it does show that customers resent losing out on even the option of some sort of human interaction. AI shouldn’t be replacing the entire system — instead, businesses need to figure out how to use it to augment experiences to make them better.

Because when used right, AI can power self-service that’s actually helpful. It can turn agents into superheroes, giving them better data, better context, and better tools. And when things get complicated, it can route the conversation seamlessly to a human, over voice, without losing the thread.

When we're interacting with companies and people, or even with machines, we’re still seeking the type of connection that makes us feel both heard and understood. And sometimes, we hear a response that we weren’t expecting.

But often, we’re happy going in that direction after some explanation and conversation. That's the power of connection. With AI in voice, we’re still seeking to surprise and delight someone.

Where Voice and AI Are Headedlink to this section

What I’m seeing now is two opposing forces running into one another. AI is getting better, but a lot of its results are getting worse (and feeling worse). The way through is learning to build a culture and an operating framework that connects both.

This is a call to action strategy moment. In the next two to three years, voice combined with AI won’t just resolve customer issues; it will anticipate them.

We’re building this future now. A future where AI listens, understands, and supports, not replaces, real human connection. A future where outcomes matter more than taxonomies. Where the real value of AI isn’t how many people it replaces, but how many customers it keeps.

That is how we avoid being the next “brochure website.” And that is how we win.

Samuel Wilson

CEO, 8x8

Samuel Wilson is Chief Executive Officer at 8x8, bringing 25+ years of experience across finance, investment management, and sales, plus deep company leadership spanning Chief Financial Officer, Chief Customer Officer, and go-to-market roles to drive disciplined growth and customer outcomes.