When humans stay in the loop
Published on March 21, 2025
The question is never whether AI can help in support. The question is where it should stop. The answer differs for every shop, which is why we do not make it for you.
Who draws the line
You decide per category what sends automatically. Order status and general questions run fully automatic in most shops, because little goes wrong there. Returns, refunds and complaints are ones many people prefer to keep an eye on. Running both at once is an ordinary setting.
Separately, the system escalates on its own. If a case scores as sensitive, if money is attached, or if the reply contradicts your rules, it lands with you even when the category is set to automatic.
The first few days
Nothing runs automatically at the start anyway. For the first five to seven days the AI writes drafts you review. If you like a reply, you send it with one click. If something is off, you correct it once and the agent applies that to every similar case.
That is the real work of this phase, and it pays for itself. An agent that knows your goodwill limit is worth more than one that answers faster.
Why it stays this way
We are deliberately not building this out. A system that decides everything alone is pleasant right up until it decides the first expensive case wrongly. The loop is not a transitional state. It is the point.