45 Photo: Intermedia across disconnected systems, AI can surface relevant context, summarise conversations and help prioritise next actions directly within the communication experience,” she says. The result is faster decision-making, but without a corresponding increase in cognitive load. And nowhere is this shift more visible than in the contact centre, where Shamkova sees AI fundamentally reshaping the role of agents. “AI is transforming the contact centre agent role from something that is often mostly transactional to something that is increasingly consultative and outcome-focused,” she says. “Routine tasks like post-call summaries, interaction categorisation and knowledge retrieval can increasingly be automated or assisted, freeing agents to focus on complex problem-solving and relationship management. AI agents are also beginning to handle simpler or highly repetitive customer requests, escalating to human colleagues only when judgement and empathy are most needed. The goal is not to remove humans from the process, but to create a more intelligent collaboration between AI and employees that improves both operational efficiency and the customer experience.” The operational gains Intermedia is seeing across contact centre deployments cluster around three areas: interaction automation, operational insight and agent efficiency. AI-driven interaction insights are giving supervisors far greater visibility into customer sentiment, recurring issues and service quality trends at a scale that was previously impossible. “Traditionally, businesses could only analyse a small subset of customer interactions,” says Shamkova. “AI now allows organisations to analyse conversations at scale, identify recurring themes, detect sentiment trends and surface operational bottlenecks that might otherwise go unnoticed.” That visibility, says Shamkova, translates directly into faster coaching, earlier intervention when interactions are at risk of escalation, and a stronger feedback loop for “ At the end of the day, AI should reduce complexity for businesses, not create more of it”
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