Abstract

In today’s business landscape, digital transformation is critical to competitiveness, with generative AI (GAI) offering significant potential to improve customer interactions and operational efficiency - yet its adoption in contact centres faces challenges such as technical complexity, data privacy concerns, and resistance to change. In this study, we explore these barriers by surveying contact centre personnel. Our findings reveal that security risks, potential misuse, and process complexity drive reluctance toward GAI adoption, along with a knowledge gap to maximize its benefits. The study also uncovers obstacles at all levels of employees and stresses the need for strong governance, multi-stakeholder collaboration, a focus on data ethics, bias mitigation, and risk management. We recommend addressing these challenges to ensure successful integration of GAI, providing valuable insights for organizations that navigate digital transformation while balancing innovation with responsible implementation.

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