PLDT Inc. and Smart Communications on Friday say businesses should focus on pairing artificial intelligence with human empathy and judgment rather than rushing full‑scale automation, as generative AI reshapes customer service across industries.
Speaking at “The Human Edge in the Age of AI,” a special PEG‑Usapan Natin session for Customer Experience Month, PLDT COO Butch Jimenez stressed AI is meant to support, not replace, front‑line teams. “The future is not about choosing between AI and people — it’s about using AI to help our people do what they do best,” he said, adding that trust and human insight cannot be automated.
Industry guests including Customer Experience Association of the Philippines president Haidee Enriquez noted that AI shifts worker value toward complex problem‑solving and relationship‑building, fuelling demand for “T‑shaped” professionals with deep expertise plus broad tech and collaboration skills. Smart OIC Lloyd Manaloto added that faster systems alone do not win customers — better problem‑solving and relevant experiences do.
Other speakers highlighted the need to keep live human support available for customers, while AWS’ Naveen Asrani said human‑centred AI draws on front‑line staff’s understanding of customer feelings to build long‑term trust.
PLDT and Smart have rolled out AI‑powered customer tools, Microsoft 365 Copilot, upskilling programmes and the AI.Smart all‑in‑one platform for Smart and TNT users. The group said its strategy uses AI to take over repetitive tasks so employees can focus on higher‑value work.
“In an age where technology is becoming increasingly intelligent, our responsibility is to become even more human,” Jimenez said, describing AI as a catalyst — not an end — for better customer service.
