Artificial intelligence (AI) has become a focal point of widespread discussion, with some warning that without proper regulation, it could pose significant risks in the future. However, more immediate concerns are emerging over the increasing reliance on automated systems, particularly in customer service, where many users report frustration with bots that often fail to resolve even basic issues.

A recent experience with a Brother label printer highlights these challenges. After purchasing a Brother QL-820NWB printer to print address labels for occasional mailings, the user encountered problems following a major software update on their Mac computer. Despite advice to replace the device, similar issues persisted with the second machine. Seeking assistance, the customer turned to Brother’s online support, only to find the automated bot was unable to comprehend simple queries such as “My printer won’t print.” Repeated attempts to engage with the bot resulted in no meaningful response, and attempts to escalate through email required providing a serial number that was difficult to locate on the device.

In contrast, the user found success with ChatGPT, an AI tool capable of interpreting vague queries, diagnosing the problem, and recommending a more suitable, less expensive printer model for their needs. ChatGPT also suggested a convenient retailer for purchase, emphasizing the option of easy returns. Although Officeworks was recommended, the user opted for Amazon due to personal convenience and confidence in their return policies. The new printer was ordered in the afternoon and arrived early the following morning, underscoring the efficiency of modern e-commerce.

This case raises questions about why a large multinational company like Brother, which operates in over 40 countries and generates billions in revenue annually, deploys customer service bots that cannot address straightforward issues, while AI tools like ChatGPT offer seemingly superior assistance. The issue appears less about the state of technology and more about how businesses apply it. Rising labor and operational costs are driving companies to replace human support with automated systems, which, while reducing expenses, may also diminish service quality.

Experts note the risk that cost-cutting measures could alienate customers who prefer or require human interaction, especially older demographics. Increasingly, companies are making access to live customer service either difficult or a last resort, prompting dissatisfaction.

Retailers face additional pressure as online shopping offers convenience, competitive pricing, and fast delivery. The combination of physical store inconveniences—such as parking difficulties, lack of in-store assistance, and inventory shortages—may push more consumers to favor online alternatives unless traditional retailers can provide compelling customer service advantages.

While debates continue over the long-term implications of AI, immediate concerns center on the current implementation of automated customer service systems. The irony highlighted by recent experiences is that advanced AI technology can deliver effective solutions, yet many businesses rely on less sophisticated automated tools that fail to meet customers’ needs, resulting in frustration and potentially lost business.