If you’ve been reading the headlines, you’ve seen plenty of predictions that AI will cut staff in contact centers—and overall in customer service. The logic seems simple: AI can handle customer interactions directly, so organizations won’t need as many people. Add to that AI tools that help agents retrieve information, document cases, and shorten handling time, and the argument looks even stronger.

But the assumption that contact center work will decline across the board? That’s misleading.

I am first to put my hand up when there are opportunities to improve efficiency and effectiveness—and there almost always are. But there are also many factors adding to contact center workload:

• Unmet demand. In too many cases, customers can’t even get through quickly. As organizations improve experiences, that suppressed demand surfaces.
• Product and service complexity. Think connected devices, customized financial advice, challenges in the insurance sector, changes in healthcare … you get the gist, this list could go on and on.
• More channels. These can include phone, text, email, chat, messaging apps, social media, video, et al. As any experienced contact center manager will tell you, adding channels rarely replaces old ones—it just adds to the mix.
• The self-service paradox. The more you automate the more defined interactions, the tougher ones land with your team.
• Proactive outreach. Organizations are starting to use AI to reach out—wellness checks, customer retention, and others. That’s more contacts overall, not fewer.
• Regulation and compliance. Especially in healthcare, finance, and utilities, oversight is increasing, adding to review work, including of decisions and summaries made by AI.
• Security and fraud. Scams are escalating in sophistication—often using AI. Detecting deepfakes, verifying identity, and resolving disputes are high-stakes responsibilities that require experienced humans.
• Business change. New products, subscription models, mergers—these always generate customer questions.
• Differentiating on experience. Customer experience is one of the most powerful (and few remaining) ways to stand out. Think concierge service, retention specialists, account advisors—roles that depend on skilled people.

AI will play a powerful role in service delivery. But the real story is a redefinition and rebalancing of work. Don’t assume AI will magically erase demand.

The headlines may scream “AI is cutting contact center jobs”—don’t buy it. Customer expectations are only going up. Meeting them will require both the best of AI and the best of us.