CCW 2025: Shaping the Future of Customer Service – PAC’s Key Takeaways

The transformation of call center solutions is well underway, and the 26th International CCW convention in Berlin underscored this dynamic shift. PAC attended the convention, gaining valuable insights into the latest developments in artificial intelligence (AI) and customer experience (CX). 

CCW 2025 proved to be a unique platform where thought leaders, innovators, and professionals converged to explore the future of customer service. This year’s theme, “Where Humans Meet AI”, highlighted different areas of discussion:  

• Hyper-Personalization – Tailored experiences are now an expectation, and generative AI (GenAI) is enabling deeper, more meaningful interactions that go beyond traditional customer segmentation. 
• Voice Bots and Multichannel – Customer service has been elevated by intelligent voice bots and real-time translation, breaking down barriers and enhancing customer support. 
• Hybrid Customer Service – Combining AI with human expertise is redefining service delivery and ensuring efficiency, especially for complex queries. 
• Workplace of Tomorrow – AI is transforming employee experiences and creating new opportunities while highlighting the growing need for AI-related skill development in service teams. 

CCW 2025: Real-World Applications of AI in CX 

At CCW 2025, PAC had the opportunity to attend a series of insightful sessions. In the TeleTalk Demo Forum, contact center software providers such as Content Guru, dtms, Five9, and Genesys Cloud Services showcased the capabilities of their platforms. These sessions highlighted both the key differences and shared features of the solutions. 

The demonstrated use cases ranged from industry-agnostic processes, such as master data updates and contract terminations via chatbots, to industry-specific processes like First Notice of Loss (insurance) or applying for a new passport (e-government). One of the most impressive demonstrations was a multichannel live demo by Dyna.Ai, where a digital agent seamlessly handled the entire car insurance consultation process. 

Best Practice – AI Assistant EMMA®AI at Arvato Systems  

PAC was particularly impressed by a case study on evocenta’s EMMA®AI, an AI-driven IT service desk assistant at Arvato Systems. EMMA®AI promises to provide seamless, hallucination-free conversational AI support across various channels. Already in productive use by Arvato Systems, EMMA®AI is a prime example of how AI is reshaping employee interactions. 

At Arvato Systems, EMMA®AI enhances the efficiency and availability of the IT service desk by handling routine inquiries, analyzing issues, and generating qualified tickets. EMMA®AI reduces the workload of human agents, allowing them to focus on more complex and high-value issues. Additionally, EMMA®AI operates within the strict European data protection regulations, guaranteeing secure and compliant processing of sensitive company information. According to Arvato Systems, EMMA®AI not only helps meet the increasing demands of IT support but also mitigates the skilled labor shortage while continuously enhancing service quality.  

The Future in Focus: “3 Years from Now”

A personal highlight was the “3 Years from Now” panel discussions, where industry experts shared their views on how AI in customer service will evolve in the coming years. 

Representatives from Damovo Deutschland, regiocom Customer Care, and Teleperformance Germany discussed the future development of AI deployment in companies. There was a consensus that AI usage will be significantly more advanced –both technologically and economically – within the next three years. While AI is currently considered an expensive investment, this will change, leading to an improved RoI. Companies will increasingly rely on embedded AI, integrating AI directly into existing solutions rather than using third-party systems.  

However, the human element will remain a key differentiator, especially in customer-facing areas like contact centers. Despite advancements in AI agents, challenges persist, including the accurate interpretation of numerical data and the elimination of AI hallucinations. However, significant improvements in these areas are expected within the next three years. In the long run, AI’s benefits will outweigh current concerns, and the topic will become even more firmly anchored at the executive and strategic levels. 

In another discussion, representatives from Genesys Cloud Services, ThinkOwl Europe, and ZEITGEIST Beratungsmanufaktur explored the organizational integration of AI within companies. The panel agreed that within the next three years, organizations will need to establish central AI departments or teams, much like IT or marketing divisions. 
Currently, AI projects are often siloed within different departments, making a centralized role essential to coordinate and strategically align all initiatives.

While technological adaptation is important, cultural transformation poses an even greater challenge, requiring effective change management. A well-defined AI governance framework will be crucial to set clear guidelines for responsible AI usage. Two key roles will be essential in an organization: one focused on technical expertise and the other on facilitating knowledge transfer. 

SMEs face particular challenges, as many lack the necessary IT infrastructure. However, AI will not necessarily be essential for every company – what matters most is a clear strategic vision to determine where and how AI should be implemented. Again, the executive levels will play a crucial role in this, as AI is not just a technological decision but, above all, a strategic one. 

In a nutshell 

CCW 2025 left no doubt that customer service is rapidly becoming smarter, more automated, and increasingly personalized while still valuing the irreplaceable role of human interaction. We are already looking forward to next year’s CCW, as always, in Berlin.