Capturing the Full Value of Contact Centre AI at Scale

This technical report examines the challenges of scaling AI in contact centres, focusing on the gap between pilot success and operational reality. Despite significant investment in AI, many organizations struggle to transition from pilot projects to widespread implementation. The report utilizes both quantitative and qualitative research to identify common reasons for stalled AI deployments, emphasizing that technology is rarely the issue. Instead, the report highlights operational, organizational, and governance factors that influence the successful scaling of AI initiatives. It introduces a Business-Ready AI Scorecard designed to assess an organization's readiness for AI deployment in production environments. The scorecard evaluates four key dimensions: financial return, customer impact, employee adoption, and operational trust. By analyzing these factors, the report aims to provide contact centre leaders with insights into where their AI initiatives may falter and how to effectively move from pilot projects to operational use. The methodology and findings are based on responses from practitioners across various European industries.