Tuesday, October 21, 2025
Artificial intelligence is no longer a far-off promise for contact centers it’s already transforming how organizations operate. However, adopting AI isn’t as simple as flipping a switch. While some teams have embedded AI deeply into their workflows, others are still grappling with questions like: “Which solutions do we need?”, “Is AI right for us?”, “Where do we begin?”, and “How long will it take?”
To simplify this journey, Puzzel has introduced the AI Maturity Curve a five-stage model designed to help businesses understand their current AI capabilities and chart a clear path forward.
Ask ten companies how they use AI, and you’ll likely hear ten different answers. According to Jesper Jønsson, Director of Product for AI at Puzzel, the key isn’t just whether AI is in use it’s how effectively it supports daily operations.
“Some teams are just dipping a toe in, while others are leveraging AI to deliver real-time insights and measurable value,” Jonsson explains.
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While becoming an AI Visionary is appealing, Jonsson warns against rushing: “We’ve seen organizations go all-in too quickly and struggle. AI maturity requires building step-by-step.”
Knowing your place on the curve is just the start. Understanding why you’re there and what’s holding you back is where real progress happens.
Legacy systems often slow advancement. Older platforms clash with modern AI tools, and many companies lack a centralized, structured knowledge base an essential foundation for training virtual agents. Jonsson stresses that the “myth of AI as plug-and-play” is a common trap:
“Even the smartest AI won’t work well if the data behind it isn’t clean and organized.”
Culture can be another obstacle. No matter how great the tools are, they need passionate advocates and good change management to really take off. Adopting AI isn’t just about technology it’s about transforming how teams work together.
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Organizations that overcome these hurdles see more than just efficiency gains. They also reposition the contact center from a cost center to a strategic hub of customer intelligence.
“Every conversation is a chance to learn,” says Jonsson. “When you can capture and act on those insights at scale, it transforms your approach to customer service.”
For companies unsure where to begin, Jonsson recommends starting with Conversational Intelligence (CI). Unlike virtual agents, CI operates in the background analyzing calls, detecting trends, and uncovering opportunities for improvement.
“As businesses embrace CI, they discover patterns they never noticed before,” he explains. “These insights can inform training, improve processes, and even shape product development.”
Still, he cautions against overreaching: “Set realistic goals. Without the right data foundations, no AI no matter how powerful will deliver its full potential.”
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To join our expert panel discussions, reach out to sudipto@intentamplify.com
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