Lisbon, July 29, 2025 (Lusa) - Artificial Intelligence (AI) solutions implemented incorrectly in the contact centre sector contribute to creating unfavourable perceptions of the use of technology in the sector, according to the Portuguese Contact Centre Association (APCC).
The APCC's leader, Ana Gonçalves, explained to the Lusa news agency that the effectiveness of AI is directly related to the quality of the data available, and that “many companies still face difficulties with the reliability and updating of their systems, which compromises the true potential of the technology”.
In this sense, “negative experiences by customers with poorly implemented solutions contribute to creating unfavourable perceptions of AI”.
“The investment required to adopt AI, as well as resistance to change on the part of some organisations, also emerge as critical barriers to its development and full integration in the sector,” said Ana Gonçalves.
Despite this, “AI also enables more accurate anticipation of demand, predicting volume peaks, identifying churn risks [an index that measures the amount of customers or revenue a company loses in a given period], monitoring satisfaction in real time and optimising resource management. These operational gains have a direct impact on profitability and service quality,” she said.
According to a study by the association, which represents 1,950 operations and around 65,000 professionals out of a total of 115,000 in the sector, in 2025 there will be “a clear trend towards growth in investment in AI solutions”.
This year, 64% of operations managers plan to continue investing in this technology, resulting in a significant increase from the 50% recorded in 2023.
The APCC leader also highlighted the "growing use of Generative Artificial Intelligence, already present in 35% of operations, and AI Agents, with 20% of companies already investing and 54% expressing their intention to do so. The generative AI chatbot channel is identified by 64% of organisations as a commitment for the future".
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