In a recent LinkedIn post, Adrian Swinscoe highlights a significant shift in how major enterprises are leveraging artificial intelligence, moving beyond simple cost reduction to reinvesting in customer experience.
Swinscoe recounts a conversation shared by Tom Eggemeier, CEO of Zendesk, with the leader of a multi-billion dollar enterprise. This CEO revealed that instead of pocketing the savings generated by AI investments, their company was actively creating a “service dividend.” This involved channeling those gains back into enhancing the service experience for their two-sided marketplace.
“In their case, this meant investing the gains from their AI deployments into enhancing the service experience of their two-sided marketplace, as they believed it would ‘create a loyalty loop and bring our buyers and sellers even closer to our brand.'”
As Adrian Swinscoe points out, this represents a notable evolution in business strategy. He elaborates on the changing dialogue surrounding AI implementation.
The Evolving Conversation Around AI
Adrian Swinscoe underscores that the initial enthusiasm for AI was largely driven by the potential for cost savings. However, he notes that the landscape is rapidly changing, with forward-thinking companies now recognizing a more profound opportunity.
According to Swinscoe, the conversation has moved on from solely focusing on operational efficiencies. While the allure of cost savings through AI and automation was strong, the most innovative businesses are now realizing the long-term value in reinvesting these benefits into their customer and partner interactions.
“six months ago the conversation was predominantly about cost savings,” but now the most innovative brands in the world, while they may have been initially seduced by the cost savings available through the application of AI and automation, are now realising that investing back into their service experience is the way to win.
This strategic pivot, as detailed by Swinscoe, suggests a maturing understanding of AI’s potential. It’s not just about doing more with less, but about using the efficiencies gained to create superior value and foster deeper relationships.
Creating a ‘Service Dividend’
The concept of a “service dividend,” as described by Swinscoe based on the enterprise CEO’s insights, is particularly compelling. It reframes AI investment not as a cost-cutting measure, but as a catalyst for growth and loyalty.
By reinvesting in service, these companies aim to build a virtuous cycle. As Swinscoe explains, this enhanced service experience is intended to strengthen the connection between buyers and sellers within their marketplace, ultimately leading to increased loyalty and a more robust business ecosystem.
“create a loyalty loop and bring our buyers and sellers even closer to our brand.”
Adrian Swinscoe’s post prompts a crucial question for businesses navigating the AI revolution: are they optimizing for short-term savings, or are they strategically investing in the long-term value of exceptional service to build lasting loyalty and competitive advantage?
📝 About This Content
This article is based on insights shared by Adrian Swinscoe on LinkedIn.
📅 Originally posted on November 17, 2025 | View original post on LinkedIn →