As AI continues to revolutionize customer support, businesses operating in the European Union (EU) must now consider how the EU Artificial Intelligence (AI) Act will affect their processes. Designed to regulate the development and deployment of AI systems, this legislation will have far-reaching implications, particularly in customer support where AI-powered chatbots and automation tools are commonly used.

In this article, we’ll break down the AI Act’s core elements and what customer support teams should expect to see, while also highlighting how Smart Role offers solutions that prepare businesses for the future.

Understanding the Key Elements of the EU AI Act

1. Transparency in AI Interactions

One of the most significant aspects of the AI Act is the requirement for transparency. Companies using AI in customer support must inform users that they are interacting with a machine, ensuring that the AI system discloses its nature before any conversation starts. This helps customers make informed decisions about whether they wish to engage with an AI tool or escalate to a human agent. For businesses, this means ensuring clear messaging in AI-driven chats to stay compliant.

2. Right to Human Interaction

A crucial point that businesses should prepare for is the right to request human intervention, as anticipated by reports such as Gartner’s. Many customers prefer interacting with human agents, particularly in complex or emotionally charged situations. This aligns with both the AI Act’s requirements and customer preferences, as highlighted in Gartner’s findings, which predict a mandate that will allow customers the right to escalate to human agents. Businesses that rely heavily on AI should ensure that their customer support systems offer easy access to human agents when necessary.

3. Disclosure of AI-Generated Content

The AI Act also calls for transparency regarding AI-generated content. Whether your customer support content, such as FAQs or email responses, is generated by AI, companies must clearly state that the content has been AI-produced. This measure ensures that customers are fully aware of how their queries are being handled and can ask for human verification if needed.

4. Categorization and Risk Assessment

The Act introduces a tiered risk assessment framework, placing AI systems into categories such as high-risk, limited-risk, and minimal risk. Most AI used in customer support is likely to fall under the limited-risk category, but companies must still assess the implications. For example, customer support systems in sensitive sectors like healthcare may require stricter scrutiny and oversight.

5. The Right to Explanations and Human Oversight

For AI systems that influence significant decisions, the AI Act will give individuals the right to meaningful explanations. Customer support scenarios that involve complex decision-making (e.g., refund denials or service cancellations) may need to provide customers with clear explanations of the AI’s role in these decisions, thus increasing the need for human oversight in customer interactions.

6. Staff Training and AI Literacy

The Act requires organizations to train their staff on AI literacy, particularly for teams working alongside AI tools. Customer support representatives must understand how AI functions, what its limitations are, and how to handle cases that need human intervention.

Preparing for Compliance and the Future of AI-Driven Customer Support

The AI Act’s expected full applicability will take place within 24 months of its entry into force, with some provisions coming into effect earlier. For customer support teams, this offers a window of time to adapt AI systems and ensure compliance. But compliance is just one part of the equation; customer support leaders must also focus on how AI and human collaboration can enhance customer experience.

While AI will undoubtedly handle an increasing volume of customer queries—estimates suggest that up to 60–80% of routine inquiries could be automated in the next 5–10 years—there are clear limitations. Many customers still prefer human interaction, especially for high-stakes or emotionally sensitive matters. In fact, according to a study highlighted by CX Today, a substantial portion of customers still reject AI for customer service, showing a strong preference for human touch in many scenarios .

This is where Smart Role shines. As businesses seek to balance AI automation with human empathy, Smart Role offers customer support teams tools to continuously train and upskill their human agents. By focusing on improving agents’ abilities to handle complex, high-value tasks, Smart Role ensures that they are prepared to manage the most sensitive customer interactions. Moreover, as AI automates simpler requests, agents can concentrate on delivering a superior customer experience in the areas where it matters most.

The Future: AI-Driven Training and Performance Support

While the integration of AI in customer support is a significant step forward, the future holds even more possibilities. Smart Role envisions a customer support landscape where AI can identify weaknesses in agents’ performance based on real-time feedback from customers. This feedback loop would allow businesses to create tailored training sessions, delivered directly within platforms like Zendesk, where agents spend most of their time. For example, if an agent receives a low CSAT or quality score, an automatic training simulation could be generated, ensuring continuous performance improvement without interrupting workflow.

The EU AI Act is set to reshape how companies deploy AI in customer support. From ensuring transparency and offering the right to human interaction to complying with disclosure requirements, customer support teams need to prepare for these regulatory changes. But more than just compliance, the key to future success lies in balancing AI automation with human expertise.

Smart Role offers the tools to enhance human performance while leveraging the power of AI, enabling businesses to not only meet regulatory requirements but also deliver exceptional customer experiences. As AI becomes more prevalent in customer support, those who successfully integrate both human and machine strengths will lead the way.