Webinars

Human VS AI: Striking the Right Balance in 2026

Here’s a quick recap of the conversations, takeaways, and customer-experience trends we brought home from the event.

AI is quickly changing the way ecommerce brands support their customers. It can help teams respond faster, automate repetitive questions, and scale support without adding unnecessary complexity.

But even as AI becomes more powerful, one thing remains clear: great customer experience still depends on understanding how people actually feel.

That was the focus of Human VS AI: Striking the Right Balance in 2026, a DTCx/Gorgias webinar featuring Gorgias, Consio, Postscript, Simplesat, SunnyRoad, and TalentPop. The conversation centered on how ecommerce brands can use AI to improve support while keeping customer interactions personal, thoughtful, and human.

From Simplesat’s perspective, the key is not choosing between AI and people. It’s knowing where each one creates the most value.

AI is great at handling repetitive tasks, routing conversations, summarizing context, and helping support teams move faster. But human teams are still essential when conversations require empathy, judgment, or deeper problem-solving. The best customer experiences happen when automation supports the team instead of replacing the relationship.

That balance is also something teams need to measure. It’s not enough to assume AI is improving the experience because response times are faster. Brands need to understand how customers feel after those interactions.

That’s where feedback comes in.

With CSAT, NPS, CES, 5-star, and custom surveys, ecommerce teams can see whether AI-powered support is actually helping customers. Feedback can highlight what’s working, where automation may be falling short, and when customers still need a human touch.

As more brands adopt AI, customer feedback will become even more important. It gives teams a way to improve support workflows, protect the customer experience, and make sure automation is creating better outcomes — not just faster ones.

The takeaway from the webinar was simple: AI can help support teams scale, but customer experience should still feel personal. The brands that get this right will be the ones that combine smart automation with real customer insight.

At Simplesat, we believe feedback is what keeps that balance honest.