Social media, websites, chatbots, text messages, emails—today’s consumer brand customers want help on their own terms, while also expecting service to be fast and low-effort. The shift toward digital-first customer service has gone from optional to commonplace. Consumer brands and their contact centers are embracing this reality and investing in smarter support strategies that span every possible customer touchpoint.
But here’s the challenge: how do you scale omnichannel support without sacrificing quality?
That’s where AI-powered contact center software comes in. Whether it's a chatbot handling simple customer inquiries or real-time agent assist software coaching agents on the phone, AI is efficiently transforming how contact centers operate.
Here are six ways AI is enabling faster, smarter, and more seamless omnichannel support—and why it matters for your contact center.
1. AI-powered chatbots for always-on self-service
Today’s customers don’t want to wait on hold—they want to self-serve. AI chatbots make that possible by instantly handling common questions, guiding users through transactions, and escalating complex issues only when needed.
This isn’t just a win for customers. According to the 2024 Retail Customer Experience Index, AI-powered virtual assistant integration grew from 38% in 2022 to 59% in 2024, highlighting the increasing adoption of AI in customer service.
While they can be great for delivering low-effort service, chatbots can quickly become frustrating for customers if they don't work as expected. Platforms like Creovai Conversation Intelligence analyze chatbot interactions to uncover friction points, helping brands continuously improve scripts, knowledge base content, and routing logic.
2. Real-time agent assist for the voice channel
While chat and messaging channels are growing, voice remains vital—especially for non-routine or emotionally charged customer conversations. AI-powered agent assist platforms support voice interactions in real time by delivering contextual prompts, real-time checklists, and next-best-action recommendations directly to agents as they speak with customers.
Creovai Real-Time Agent Workflow and Real-Time Agent Assist deliver these capabilities, ensuring agents have the support they need during live interactions.
This ensures consistent, compliant service—even for new or less experienced agents. AI-powered systems can significantly reduce average handle time, improve accuracy, and as a result, improve customer satisfaction.
3. Smarter omnichannel routing and customer communication continuity
Today’s customers don’t think in channels—they may start in one place and finish in another. Maybe they ask a chatbot a question, follow up by phone, and then get confirmation by email. AI can help ensure that these hand-offs feel seamless.
AI-powered routing tools such as intelligent IVRs use customer intent, sentiment, and past behavior to guide conversations across platforms without making the customer start over. According to Gitnux, 79% of contact centers see AI as integral to their digital transformation initiatives.
When AI routes issues more intelligently, customers get what they need faster—and your agents are set up for success from the start.
4. Conversation intelligence to surface actionable insights
Why are customers calling, chatting, or messaging in the first place—and what can those conversations tell contact center and CX leaders that surveys and reports can’t? At the heart of every customer interaction is invaluable insight: a need, a frustration, a question, or a moment of truth. Analyzing customer conversations across all channels used to be time-consuming and manual. Now, AI platforms can do the heavy lifting.
For example, Creovai Conversation Intelligence uses machine learning models to help categorize and label key events: which topics frustrate customers, where agents struggle, and how sentiment shifts across the journey. In response, these insights power business-wide improvements—from training to product development.
5. Predictive analytics for proactive support
Rather than reacting to issues, many contact centers are using AI to get ahead of them.
For example, if a customer is browsing a support article about billing but hasn’t taken action, AI can trigger a proactive message offering help. Or if the system detects a growing trend in product returns, it can escalate to the right internal teams before it hits the call center.
This kind of predictive support doesn’t just reduce inbound interaction volume for the call center—it builds customer trust. As customer expectations continue to rise, it’s proactive service (powered by advanced analytics) that will set brands apart.
6. Automated QA and fraud detection at scale
AI is helping brands move beyond random audits and toward 100% interaction coverage. Contact center leaders can now score every call and chat against quality benchmarks, flag compliance risks, and suggest coaching moments—all automatically.
And in a world of increasing digital fraud, AI-powered platforms are also stepping up as a critical line of defense. Platforms like Creovai use AI to detect subtle signals of fraud in chat or voice that human reviewers might miss. Brands like Thrasio, for example, use fraud detection models that trigger internal alerts when suspicious patterns emerge.
This level of monitoring is nearly impossible without automation—and it’s quickly becoming a must-have for consumer-facing brands.
Final Thoughts
AI isn’t replacing the human touch in customer service for consumer brands—it’s elevating it. AI is transforming every aspect of the customer support experience:
- AI chatbots are enabling fast, 24/7 self-service.
- Real-time agent assist platforms are helping human agents deliver consistent, high-quality support.
- Omnichannel routing ensures customers receive seamless service across chat, email, and voice.
- Conversation intelligence uncovers rich insights from every interaction.
- Predictive AI enables teams to address issues before they arise.
- Automated QA and fraud detection protect brand reputation while improving efficiency.
AI-powered platforms allow brands to reduce costs, scale service, and improve customer satisfaction, all while empowering contact center teams to do more with less. With the right AI solutions in place, you’re not just keeping up with rising expectations—you’re blazing the trail forward.
If you're ready to see how AI-driven intelligence and guidance technologies can work for your brand, explore how Creovai supports consumer goods and services teams.
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