Opinion ·
The automation ceiling and its negative impact on user experience
Original title, in Spanish: “El techo de la automatización y su impacto negativo en la experiencia del usuario”
- Publication
- iProfesional (Argentina)
- Author
- Néstor Arranz (*)
- Published on
- 3 August 2026 · read in the page metadata · updated on 3 August 2026
Summary
The author, a director at Neurolab eCommerce 360, analyses the limits of AI automation in customer service. He takes the example of Salesforce, linked to the elimination of 4,000 support positions after Marc Benioff said he wanted "fewer heads" while stating that AI already does between 30% and 50% of internal work, including customer service. Klarna, the Swedish fintech, is also reported to have seen initial gains in cost and speed after replacing part of its support with AI, but had to reintroduce human intervention in certain cases to avoid losing customer trust. In Brazil, some companies now promote "humanised attention" as a selling point in response to automation. The author concludes that automation is becoming a hybrid system, a complement to human judgement rather than a substitute for it.
Summary based on the full text of the article.
Read the article on iProfesional →Figures cited
-
4,000 positions
Customer support positions eliminated at Salesforce
Salesforce, support and operations
« La compañía quedó asociada a un recorte de 4.000 puestos de soporte luego de que Marc Benioff afirmara que necesitaba "less heads" »
-
40 %
Share of Salesforce's internal work already done by AI, according to Marc Benioff
Salesforce, internal work including customer service, range 30-50%
« mientras al mismo tiempo sostenía que la inteligencia artificial ya estaba haciendo entre 30% y 50% del trabajo interno, incluyendo customer service »
Classification
- Country
- United States, Sweden, Brazil
- Company size
- Large companies
- Industries
- Software vendors, IT services companies, telecoms · Banking, insurance, asset management, finance departments · Retail and distribution, e-commerce
- Companies
- Klarna (deploys AI), Salesforce (deploys AI)
- Keywords
- customer service, automation, artificial intelligence, layoffs, chatbots, customer relations
Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to iProfesional and its author. Entry translated from French by Claude Sonnet 5.5.