Stop me if you’ve heard this one before: the latest CX tech phenomenon is struggling to live up to the hype.
Of course, in the year 2025, when we’re discussing the latest tech phenomenon, we can only really be referring to AI.
And, like the long list of tech advancements that have come before it, AI isn’t delivering as advertised.
Indeed, for many contact centers, the reality has been a tangle of tools, dashboards, and alerts that leave agents feeling more burdened than empowered.
However, despite these shortcomings, much of the customer service and experience sector appears to be doubling down on AI.
This leaves an opening for companies that are brave and creative enough with their AI strategies to differentiate themselves in a crowded marketplace.
One such company is Graia, which focuses not on replacing agents but on helping them do their best work.
“When you’re redesigning the customer experience, it’s about how humans and technology coexist,” says Sahil Rekhi, CRO of Graia.
“Our vision has always been to give agents ownership of the customer relationship, while providing the right technology to help them solve problems faster and more effectively.”
It’s a philosophy that may strike a chord with many contact center leaders today.
With agent turnover at record highs and tool fatigue spreading, organizations are beginning to realize that true efficiency comes not from automating people out of the process, but from augmenting human capability.
The Problem with Current AI Tools
The contact center industry has no shortage of AI solutions.
From call transcription to performance analytics, the technology stack has grown dense. Yet many leaders are finding that more technology doesn’t always mean better outcomes.
Rekhi notes that this “AI overload” often creates more friction than it removes.
“Companies need to take a holistic view of what they’re trying to achieve. Too often, AI is rolled out as a quick fix – something the board wants to see in action – without a broader change management wrapper around it,” he explains.
“That’s how you end up with tool fatigue and disengaged agents.”
Instead, Rekhi argues for a phased, empathetic approach, stating that “AI isn’t a binary switch; it’s a journey over 12, 24, or 36 months. And that journey has to include people.”
The Graia man believes that this people-first mindset must start with communication. He emphasizes the need for leaders to be transparent about why AI is being adopted and how it benefits employees.
“There’s a lot of fear out there, agents wondering, ‘Is AI coming for my job?’ The reality is, it’s there to make their roles more valuable.”
Agent Empowerment Through Empathic AI
Graia’s platform is built on what Rekhi calls “empathic AI,” tools that simplify the agent’s job rather than complicate it.
“The first thing we ensure is that the agent owns the interaction,” he says. “Technology should empower them to deliver faster resolutions, with the right context, tone, and empathy.”
That context awareness is a cornerstone of Graia’s design. Through real-time voice and chat analysis, the platform tracks over 50 different emotional states, offering live guidance to agents on how best to engage.
If compliance risks arise, it can flag them instantly. If sentiment dips, it nudges the agent toward a more constructive tone.
“It’s like having a co-pilot that understands both the customer and the conversation,” Rekhi explains.