Key takeaways:

• Klarna, after a bold shift to AI-driven customer service, is now rehiring human agents.
• The fintech giant realized speed from AI couldn’t replace empathy and quality.
• Customers overwhelmingly prefer human interactions for emotional or complex concerns.
• Klarna now uses a hybrid support model: AI for efficiency, people for empathy.
• The move highlights a key truth: humans remain irreplaceable in building trust.
• Filta understands the importance of both AI and human precision. Leveraging both to help businesses build seamless, scalable, and human-centered teams.

Bottom line:
Klarna’s shift reminds us that while AI can offer speed, only people can offer soul. Filta can bring you both, the best of automation, backed by exceptional talent that truly understands your business. Because in the age of AI, human connection is still your greatest competitive advantage.

The Klarna Pivot: From AI-First to Human-First Support

When Klarna, the Swedish “buy now, pay later” company launched its AI-first customer service model, it marked a bold bet on automation. The numbers were initially impressive: 82% faster response times, a 25% reduction in repeat inquiries, and millions of queries handled efficiently.

Yet beneath the surface, something critical was missing: empathy.

A year into its experiment, Klarna has reversed course. The company is now rehiring human agents and reshaping its strategy around what customers truly want, a real connection when it matters most.

“AI gives us speed. Talent gives us empathy,” said Klarna spokesperson Clare Nordstrom.

It’s a sentiment that echoes loudly in today’s increasingly digital business world. Technology offers speed and scale. But humans deliver understanding, care, and trust, the core of meaningful service.

What Went Wrong: Efficiency at the Expense of Experience

In the rush to cut costs and streamline operations, Klarna leaned heavily into automation, reducing its customer service headcount and pausing human support roles. CEO Sebastian Siemiatkowski candidly admitted the mistake:

“As cost unfortunately seems to have been a too predominant evaluation factor… what you end up having is lower quality.”

Despite AI’s ability to manage the bulk of queries, the absence of a “human out”, especially for complex or emotional cases, left customers feeling unheard and unsupported. Klarna’s new model now strikes a balance: AI handles two-thirds of inquiries, while humans step in when nuance is needed.

A Smarter Approach: The Hybrid Human-AI Model

Rather than reverting completely to old ways, Klarna is introducing a fresh take. It’s launching an Uber-like support model, bringing in highly educated students, professionals, and entrepreneurs for flexible customer service roles. These aren’t just frontline jobs, they’re part of a feedback loop to improve products in real-time.

This reimagining of customer service underlines a critical lesson: Technology works best when it complements people, not replaces them.

Industry Takeaway: Empathy Is Non-Negotiable

Research backs Klarna’s pivot. Studies from Verint and Five9 show that 86% of customers prefer empathy over speed when resolving sensitive or complex issues. Automation may solve the “what,” but it’s humans who understand the “why.”

Julie Geller from Info-Tech Research Group summed it up well:

“Automate the routine to drive efficiency, but always ensure customers have a clear, easy path to a human.”

This is the gold standard for any company navigating the future of service, and it’s a standard Filta deeply believes in.

People-Powered Precision with AI-Smart Support

At Filta, we understand that success in today’s marketplace requires more than just tools. It requires talent. While we leverage the latest AI technologies to streamline operations, what sets us apart is our commitment to human excellence.

Just like Klarna learned, we know that behind every customer is a real person with real expectations. That’s why we work with clients to match them with handpicked, culturally aligned professionals who bring not just skills, but heart, adaptability, and understanding.

We don’t compete with AI. We enhance it. Our approach allows businesses to scale fast, stay agile, and maintain that vital human connection customers value.

Whether you need a customer service team, marketing support, or back-office solutions, Filta ensures you’re never forced to choose between efficiency and empathy. We give you both seamlessly.

What Klarna Taught Us — And What You Can Learn Too

Klarna’s experience is a wake-up call for businesses racing toward automation without a human safety net. It’s a reminder that people are not optional in customer experience. They are essential.

At Filta, we’ve always believed in this balance. AI helps us scale. People help us connect.

So as you think about your business, whether you’re building a remote support team, upgrading your customer service, or expanding globally, ask yourself:

Do I have the right people behind the tools?

If the answer isn’t a confident yes, we’re here to help.

Reach out via filtaglobal.com and let’s discuss how we can build your dream global team.