Lisbon, July 29, 2025 (Lusa) - Artificial Intelligence (AI) has not replaced people working in contact centres, which is based on a hybrid model where AI implementation has been complementary rather than substitutive, according to the Portuguese Contact Centre Association (APCC).

Speaking to the Lusa news agency, APCC secretary Ana Gonçalves said that “currently, there is no replacement of people by technology in the contact centre sector”, explaining that the implementation of AI has been complementary rather than substitutive.

“AI has taken on a role of supporting human employees, automating repetitive and low value-added tasks, allowing professionals to focus on activities that require empathy, judgement and critical thinking,” she said.

Ana Gonçalves explained that in the contact centre sector, AI is already a reality, so “workers’ perceptions tend to be less marked by fear of replacement and more oriented towards adaptation”.

“Technological evolution, especially with the introduction of AI, is generally seen as a natural extension of tools that have long contributed to operational efficiency,” she added.

The association representative said that “AI is decisively transforming the contact centre sector, taking on an increasingly important role in the modernisation, efficiency and personalisation of customer service”.

She explained that AI tools optimise operations, reducing waiting times for service and improving responsiveness, while offering a more convenient and efficient experience.

Looking ahead, Ana Gonçalves highlights the commitment to a hybrid model, which is increasingly automated and driven by real-time data, but where human agents continue to play a central role in complex and emotionally demanding interactions.

However, this "positive perception depends heavily on how companies manage the transition, with transparency, investment in training and a clear vision of the role that each person will continue to play in the new reality," she concluded.

PYR/AYLS // AYLS

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