A New Era for Customer Experience
A quiet revolution is underway in customer service, and it’s being led by agentic AI. No longer just answering questions, these intelligent digital agents now act independently to resolve issues, anticipate needs, and fundamentally transform how customers interact with brands. Australia has become a testbed for this shift, with companies like Zendesk, Salesforce, and Urban Rest already deploying this next-gen technology.
This evolution is far from theoretical. Across industries, agentic AI is changing not just how problems get solved, but how customer loyalty is built and retained. “Expectations are changing rapidly,” says Sarah Gavin, Zendesk’s chief communications officer and interim CMO. “The expectation is that chatbots will get it right. Knowledge is the new currency.”
From Scripts to Solutions
Unlike traditional chatbots, agentic AI can resolve complex issues, make decisions, and even improve its own performance over time. Zendesk is moving toward a model where 80% of customer interactions could soon be handled by AI agents. These systems don’t just follow scripts—they hand off to humans when needed and aim for full problem resolution.
Crucially, Zendesk is also shifting its pricing model to reflect this new paradigm. Rather than charging for every interaction, the company is embracing resolution-based pricing. “We won’t charge unless the problem is solved,” says Gavin. “That’s a radically different financial model and one that aligns us more deeply with customer success.”
CMOs Step Into a New Role
For Salesforce ANZ’s senior vice president and CMO Leandro Perez, agentic AI is also redefining leadership. “I’m quite passionate that the CMO could be in the driving seat now of something much bigger than themselves,” he says. With customer conversations now a continuous journey rather than campaign bursts, marketers are being asked to lead transformation that blends service, sales, and tech.
Salesforce has already implemented its own agentic AI layer. The platform manages thousands of weekly enquiries, distinguishing between prospects and existing customers in real time. “Ultimately, we’re training multiple agents to talk to each other,” says Perez. “At scale, that’s a game-changer.”
Seamless Service Without a Front Desk
For accommodation provider Urban Rest, agentic AI has redefined hospitality. Operating across Australia, New Zealand, and Europe, the company offers premium apartments without a physical front desk. Instead, guests interact via WhatsApp, SMS, or email, supported by AI agents that are trained on specifics like how to operate the coffee machine or reset the oven.
“The agent can instantly reference the exact model installed in their apartment and deliver a tailored answer much faster than any human could,” says Jeff Baars, Urban Rest’s chief commercial officer. This automation allows staff to focus on proactive guest care, such as calling before arrival to offer local tips or a personal welcome.
Urban Rest’s Salesforce-powered platform, Agentforce, now handles up to 30% of enquiries without any human intervention. And when a handoff is needed, it happens seamlessly.
The Human Touch Still Matters
While AI agents are gaining capabilities, both Salesforce and Zendesk emphasize that transparency and empathy remain critical. “We don’t recommend masking AI as human,” Perez says. “Be upfront. Say it’s an agent, but always let people escalate if they want to. Trust and transparency are critical.”
Salesforce has even created internal guidelines for brand tone, toxic language filtering, and ethical AI use. Meanwhile, Zendesk uses agentic AI internally for tasks like sales coaching and call review, reinforcing their belief in technology that augments rather than replaces human workers.
“This isn’t just about replacing jobs,” says Gavin. “It’s about augmenting your best people, letting them focus on what humans do best—building loyalty, solving complex problems, and creating joy.”
Readiness Beats Perfection
For businesses wondering whether now is the time to act, leaders have a clear message: don’t wait for everything to be perfect. “Don’t let perfect be the enemy of progress,” Gavin advises. “You don’t need everything aligned to get started. You need a solid foundation, a smart knowledge base, and a willingness to learn.”
Baars agrees. “It’s not just part of your business. It is your business. It’s your brand.” Agentic AI isn’t a future tool to consider—it’s already powering scale, service, and growth in real-time.
Perez closes with a glimpse of what’s next: “This is probably the last generation where you’re only managing humans. Going forward, you’ll be managing agents, multiple of them. That changes how you lead. But it also creates enormous new opportunities.”
