AI Can’t Fix Customer Experience: Why People Still Drive the 80% That Matters

Automation is accelerating. Expectations are rising.

But when customers are frustrated, under pressure, or emotionally invested, AI alone rarely delivers the outcome they remember.

At reMarkable, where customers rely on their devices to think, work, and create, support isn’t just about resolving issues. It’s about restoring momentum.

This exclusive CX Today session features Michael Carlino, VP of Global Customer Care at reMarkable, alongside Jim Mitchell, CEO of Awesome CX, unpacking why great customer experience still depends on human craft.

What You’ll Learn

• Why reMarkable views customer care as “art” as much as science
• Where AI delivers value and where it falls short in real interactions
• How leading brands combine automation with human expertise
• Why “bot-first” strategies can damage trust and loyalty
• What the next generation of CX teams will look like

The Insight

Most CX strategies are over-optimising for efficiency.

SOPs, KPIs, automation, and AI agents all matter. But they only address part of the experience.

At reMarkable, customer support teams are trained to go beyond troubleshooting. The goal is to understand context, recognise emotion, and adapt in real time.

Because customers don’t remember the fix.
They remember how the interaction made them feel.

The Challenge

Many organisations are scaling automation before understanding the experience they’re trying to deliver.

The result?

• Frustrating bot interactions
• Over-scripted, inauthentic responses
• Missed emotional cues in critical moments

As discussed in the session, when brands prioritise deflection over understanding, they risk creating more friction, not less.

The Opportunity

The future of CX isn’t human versus AI.

It’s human plus AI.

At reMarkable, agents are supported with the right tools and insights, but empowered to think, adapt, and respond with authenticity. That balance is what enables them to handle complex, emotionally charged interactions at scale.

The result is stronger trust, faster recovery from issues, and more resilient customer relationships.

As CX becomes more automated and data-driven, one thing is becoming clear.

The brands that stand out won’t replace people.
They’ll empower them.

Fill in the form now to watch the full conversation.