Companies debate AI and human roles in customer service

During the CONAREC 2026 panel, executives from Atento Brasil, Banco do Brasil, and Amil discussed the integration of Artificial Intelligence in customer service. The discussion focused on defining the boundary between automated tasks and human intervention.

In the healthcare sector, companies are migrating routine requests—such as issuing duplicate payment slips, scheduling appointments, or updating registration data—to AI. However, human involvement remains critical for complex or emotionally sensitive situations, such as managing patients with chronic illnesses or making high-stakes medical decisions where errors cannot be tolerated.

Experts emphasized that instead of viewing machines and humans as opposing forces, businesses should focus on complementarity. The goal is to use technology to enhance customer satisfaction while ensuring empathy is maintained during transitions between AI and human agents.