In this CX Today interview, Carrie Brough, Director of Strategy and Ops for TTEC Digital EMEA, argues that a single CX model is fast becoming a liability.

Brough explains why AI-driven interactions need quick, decision-ready responses, while humans still need empathy, context, and brand nuance. Carrie breaks down the operational warning signs that your AI and human traffic are colliding, including repeat contacts, confused outcomes, and frontline teams being forced into a “clean-up” role.

The conversation also covers when an interaction should move from the AI lane to a human agent, and why risk, not emotion, needs to drive escalation decisions.