In a recent LinkedIn post, Colin Shaw addresses a critical question facing businesses today: when to leverage artificial intelligence and when to rely on human interaction for customer experiences. Shaw emphasizes the importance of strategic decision-making before automating processes, warning against potential regrets.
Shaw highlights the need for careful consideration, stating:
“When should I use AI, and when should I use a person? What types of experiences really matter? How empathic is AI anyway? You need to answer these questions BEFORE you automate something you regret!”
This directness underscores Shaw’s core message: automation without strategic foresight can lead to detrimental customer experiences.
The Need for a Decision Framework
According to Shaw, the ambiguity surrounding AI’s role in customer service necessitates a structured approach. He reveals that he has been actively working with clients to develop a specific framework designed to guide these crucial decisions.
As Shaw explains:
“I have been working with several clients to build a framework to help make the decision of using AI or a person.”
This framework, Shaw suggests, is intended to provide clarity and a repeatable process for businesses grappling with the integration of AI into their customer-facing operations. The goal is to move beyond reactive implementation and towards proactive, strategic deployment.
Key Considerations for AI Implementation
Shaw’s insights point to several key areas businesses must evaluate before deciding between AI and human agents. While the exact details of his framework are shared in his newsletter, the questions he poses in his post hint at the underlying principles:
Understanding Experience Value
Shaw prompts leaders to consider “What types of experiences really matter?” This suggests a need to differentiate between routine, transactional interactions that might be suitable for AI, and more complex, emotionally charged situations where human empathy is paramount.
Assessing AI Empathy
The question, “How empathic is AI anyway?” directly challenges the notion that AI can fully replicate human emotional intelligence. Shaw implies that businesses must realistically assess the current capabilities of AI and understand its limitations in fostering genuine connection and understanding.
The Strategic Choice
Ultimately, Shaw argues that the decision is not simply about adopting new technology, but about strategically choosing the right tool for the right job to enhance, rather than detract from, the customer experience. His initiative to build a framework signals a move towards more thoughtful and deliberate automation strategies.
In his concluding remarks, Shaw expresses his hope that sharing this framework will empower businesses:
“In this week’s ‘Why Customers Buy’ newsletter, I reveal the framework. I hope it helps you make this important choice.”
Shaw’s approach encourages a balanced perspective, urging leaders to harness the power of AI where appropriate while recognizing the irreplaceable value of human connection and empathy in building lasting customer relationships.
📝 About This Content
This article is based on insights shared by Colin Shaw on LinkedIn.
📅 Originally posted on May 26, 2026 | View original post on LinkedIn →