In a market where immediacy seems to be the main success metric, companies face an uncomfortable reality: responding faster does not necessarily translate into better service. Foundever reports that 66.2% of Spaniards say they have stopped purchasing products or services from a company they were loyal to after receiving poor service, according to the II Trends in CX Observatory in Spain by Foundever.
Moreover, the study also states that 62.1% consider that effective problem resolution is the most important aspect when being served. In light of this reality, a consumer may receive an instant response from a virtual assistant, but if solving their issue requires being transferred to three different departments and repeating their information again and again, the final experience will inevitably be frustrating.
This disconnect between speed and outcome is what the company calls the “execution gap”. To close it, the customer care industry is undergoing its greatest technological evolution in recent years with the consolidation of Agentic AI, a technology destined to redefine entirely how brands interact with their consumers.
How Agentic AI Works in CX
Agentic AI is designed to execute processes autonomously. An agentic system not only understands that a customer wants to rebook a flight or process a refund, but also has the ability to connect to the company’s internal systems, make the change, and complete the workflow from start to finish. All of this operates under a model of “bounded execution”; in other words, the AI acts under strict business rules and policies. If the situation falls outside the defined parameters, requires exceptional decision-making, or emotional empathy, the AI immediately routes the case to a human professional.
In Spain, the business fabric is undergoing a full adaptation to this new reality. According to the Spain Perspectives 2025 report prepared by KPMG, 85% of companies in the country have already invested or plan to invest heavily in Artificial Intelligence with the goal of improving operational efficiency. However, the current challenge brands face is not simply integrating more technology to “talk” to the customer, but making it truly actionable and resolutive.
«Agentic AI when well applied lets technology handle the mechanical coordination and navigate across platforms that, often, are disconnected from one another. In this way, our human agents stop being processors of IT tasks and become true brand ambassadors, dedicating their time to building trust, delivering empathy, and solving problems that require real human judgment, says Gema Marín Eizaguirre, VP Operations & Country Leader of Foundever in Spain.
Organizations that manage to integrate agentic AI with solid governance and a deep respect for the experience of their professionals, will be the only ones able to keep their brand promises in every interaction, transforming customer service from a mere cost center into a true engine of loyalty and growth.
