Trend #4

Since the first iterations of CX and ecommerce automation, the narrative has been that AI is going to replace human teams. However, the data tells a different story.

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Companies are actively hiring AI-related roles

With any new technology, human oversight is a key part of the evaluation, implementation, onboarding, training, and optimization process. The trend continues with the widespread adoption of conversational commerce tools. Rather than taking jobs away, AI is creating a new role: “AI Coaches”.

Successful ecommerce brands treat AI agents like a new hire. As AI capabilities expand, brands need people who can train, monitor, and optimize these systems. The new skillset required has led to new specialized roles that offer development opportunities for existing employees or new external hires.

Headcount is expected to increase, not decrease

When asked about staffing expectations over the next 12 months, the vast majority of brands anticipate either maintaining or increasing team size:

62% of brands expect to grow their teams in the coming year. Only 10% anticipate any reduction, and just 1% expect significant cuts. This directly contradicts the "AI will replace your team" narrative and instead points to a future where human expertise becomes more specialized and valuable. AI isn't making CX teams redundant. Instead, it empowers them to scale impact without proportionally scaling costs. Teams can handle more volume, engage earlier in the customer journey, and focus human attention on the interactions that genuinely require empathy, judgment, and creative problem-solving.

The lines are blurring between support and sales

The traditional division between customer support and sales is dissolving. In the past, CX and ecommerce teams have operated in silos with separate tools, goals, and customer touchpoints. Conversational commerce is converging those functions into one customer-centric operation. With AI agents and virtual shopping assistants, a customer can ask a shipping policy question, receive a product bundle recommendation, and a smart discount to close the sale in a matter of minutes.

Some brands expect changes in success metrics and team goals as well. 33% anticipate that support roles will have sales targets within the next two years, and nearly half believe it to be a possibility. Conversational commerce is equipping CX agents with the tools, data, and bandwidth they need to upsell, cross-sell, and proactively guide purchase decisions.

Customers feel the disconnect if two teams work separately. In order to create a seamless purchase journey, ecommerce, marketing, and CX teams must all work together. Smart ecommerce brands are aligning their team structures to meet these expectations.