I want to share a reflection born from our own journey. A few years ago, we created a simple floating WhatsApp button so that website visitors could quickly contact a real person on the other side. That simple idea, connecting directly with a human when you feel you need it, was the origin of Joinchat and it remains our core principle to this day.
We live in the age of artificial intelligence (AI) and automation. Chatbots, virtual assistants, and AI agents are booming, revolutionizing customer service. In many cases, these technologies bring speed and efficiency: a well-trained chatbot can handle simple inquiries 24/7, instantly, without rest.
Does this mean the human agent is dispensable? Absolutely not. No matter how advanced AI is, “let the chatbot handle the quick stuff. Use a human when the conversation really matters”. This phrase, which I fully endorse, sums up the hybrid approach I advocate: technology should be a complement, not a substitute, for people. At Joinchat, we’ve adopted AI, chat funnels, and automations on the web layer to streamline service, but we always maintain that final human link when the customer needs it.
Automation is unstoppable, but humans are irreplaceable
It’s undeniable that automation is here to stay. A recent report reveals that 98% of contact centers have already adopted AI for various tasks (chatbots, virtual agents, data analysis, etc.). The benefits are clear: bots can instantly respond to frequently asked questions, process simple operations, and free up human agents from repetitive tasks. Many simple queries (order status, hours, return policies…) can be resolved without human intervention. What’s the result? Faster responses for customers and less overwhelmed human teams.
However, as the complexity or emotional weight of an inquiry increases, AI begins to fall short. Even the most advanced models can misinterpret nuances or sound impersonal. The very rush to deploy generative AI is clashing with the reality of public expectations. As Derek Corcoran, founder of Scorebuddy, aptly points out, “there’s a rush to deploy GenAI bots, but customers still want to talk to people – especially in emotionally charged or complex scenarios”. At the end of the day, customers seek empathy, patience, active listening, and understanding, qualities that are inherently human.
Trust is a critical factor. Many people still distrust fully delegating their problems to AI, especially when their time, money, or peace of mind is at stake. It’s not just about getting the right answer; it’s about feeling heard and understood. When a customer has a delicate or important issue, they want to know there’s a real person on the other end ready to help.
Unfortunately, we’ve also seen the dark side of some automations: chatbots or synthetic voices used to deceive. Recently, there has been a surge in AI-powered scams, from automated phishing to deepfakes for fraud. Reports of AI-driven scams increased by 456% between 2024 and 2025. This type of news further erodes public trust in interacting with “machines”.
The 80/20 model: bots in the early layers, humans in the last
At Joinchat, we like to visualize the customer service strategy as an onion with layers. The outer layers are all those automated tools – conversational forms, web chatbots, AI quick responses – that serve as filters and catalysts. When well implemented, they can efficiently resolve perhaps 80% of recurring inquiries, the most frequent and simple ones. This technological layer acts as a shield that absorbs most routine interactions: confirming a schedule, guiding web navigation, qualifying a lead, etc.
But at the core of the onion is the human being, and that core is untouchable. It’s the last layer, the most important one: that ~20% of cases that need to speak with you, directly, without intermediaries. And, interestingly, these are the most critical cases for customer satisfaction and your business’s reputation. Think of those situations where the customer comes frustrated, confused, or worried: an unusual technical problem, a complaint about poor service, a very specific usage question, or just someone who needs to be heard. That’s when a person should step in, with judgment and empathy, to take over from the machine.
A revealing piece of data: in a study by LivePerson, it was found that consumers preferred to wait 3 minutes to speak with a human agent rather than being attended to immediately by a bot. In other words, they value human quality more than automated speed. In fact, 60% of respondents in that study said they trust a human more because “a human will understand what I need“, and even if the bot could be as effective as a human, 40% would still choose the human over the bot. Impressive, right?
Trust and empathy: the value of a helping hand in a metal world
Why is that 20%, that human core, so important? Because that’s where factors come into play that no AI, no matter how trained, can fully replicate: empathy, creativity, human judgment, and the ability to improvise. An experienced human agent knows when the customer is confused, even if they don’t explicitly say so; they perceive the nuance of irritation or distress in their tone, even in a chat, it can be inferred by the words and emojis they use; they understand cultural contexts, jokes, or references that a bot might miss. And, crucially: a human can break out of the script. If standard solution A or B doesn’t work, a person can invent solution C on the spot, negotiate, or think outside the box. AI, on the other hand, is limited to what it was programmed or trained to do.
Additionally, there’s the issue of responsibility and trust. When something goes wrong – a duplicate charge on your card, a pricey order that doesn’t arrive, a canceled flight – we tend to demand to speak with someone responsible. We want “someone to face up” and actually make decisions to resolve the issue, not an AI saying “sorry, I don’t understand your request”. Knowing there’s a human available brings peace of mind: it’s like a trust insurance.
I want to emphasize that this is not a war between bots and humans, but a call to focus each resource where it adds the most value. Bots are great for speed, 24/7 availability, and operational efficiency. Humans are irreplaceable for empathy, solving complex problems, and building trust.
Power doesn’t mean duty: should WhatsApp be automated too?
Let’s return to the question many Joinchat customers ask us: “If I already have automations and AI responding on my website, why not also put a bot on WhatsApp (or other chat) so I don’t have to keep an eye on it?”. It’s tempting, I admit, even for businesses where lead capture doesn’t happen via web; it might even make sense. Technically, it can be done easily: today, there are APIs and platforms (including ours) that allow chatbots to be connected to WhatsApp, Telegram, Instagram DM, etc.
However, being able doesn’t mean you should. At Joinchat, we are very cautious about this: that last mile of customer service, that WhatsApp or Telegram chat where supposedly “the store person” is attending, is sacred. It’s the human hook that connects directly with your customer, “a warm hand in a metal world”. If we lose that last trench, we risk losing the war.
Put yourself in the average user’s shoes: browsing a website, they may assume a chat pop-up is a bot (more and more people do). But when they decide to write on WhatsApp, they probably expect to find a human. WhatsApp is where they chat with friends and family; psychologically, messaging a company on WhatsApp creates the expectation of personalization. Meta understood this immediately, which is why it created WhatsApp Business and the platform it is today. If instead, they bump into another robot in disguise, they may feel deceived or disappointed. Context matters: a chatbot on the FAQ page is not the same as in a personal messaging app. That’s why my recommendation to businesses and marketers is to think twice before fully automating those more personal channels. It can be done, yes, but should you do it? Only if you’re sure it wouldn’t compromise the customer experience.
Transparency plays a key role here: if the customer perceives honesty (they know they’re temporarily talking to a virtual assistant, and then a human will take over), they’re more likely to accept the initial automation without frustration. It’s when they feel deceived into thinking they were speaking to a human, only to later discover it was a bot, that trust breaks down. Better to avoid that situation.
Moreover, keeping the direct human channel as a safety valve can be a great competitive differentiator. In an environment where many companies have depersonalized their customer service, those that still offer easily accessible human interaction often earn customers’ affection. For example, there are small online stores that stand out on social media precisely because “they answer you on WhatsApp and it’s like talking to a friend who knows the product”. That closeness builds brand.
Conclusion:
In summary, effective customer service is about achieving the best of both worlds: the tireless efficiency of AI + the warmth and judgment of the human being. It’s not about choosing one over the other, but intelligently integrating them. The leading companies will be those that achieve this synthesis: automate without dehumanizing.
At Joinchat, we’ve embraced this philosophy from day one. We were born to bring people closer, not to replace them. Our automation developments (chatbots, conversational flows, integrable generative AI, etc.) are designed as support layers that facilitate and streamline service, but we’ve never lost sight of the importance of the “human touch”. That’s why we continue to promote the classic WhatsApp, Telegram, Messenger button, or whatever platform, where a customer can talk to a real person. And we advise our customers (those responsible for marketing, e-commerce, and customer service using our solutions) to keep that human channel open as their ace in the hole.
The evidence backs it up and intuition too: in the end, we still need humans. Our customers need them. You can have the most advanced automation handling 80% of situations, but don’t forget that remaining 20%. That’s where you play your customer relationship. If you fail them at that moment (because no one is there to really listen), all the gains made with previous efficiency can vanish. On the other hand, if you offer an exceptional human experience at that point, you’ll connect at another level.
Let’s nurture that aspect, even as we incorporate AI and automation. Technology should serve to bring us closer, not push us apart. Let’s remember that behind each inquiry is someone with a need, and nothing replaces the satisfaction of helping and being helped. That remains, and will always be, the key to memorable customer service.
David Lillo, Founder of Joinchat