TCCTA warns that full AI-replacement in contact centers backfired—customer satisfaction dropped from 90% to 70%—because AI cannot yet handle complex human needs. The industry is pivoting to an "AI+Human" model where AI handles backend data tasks while employees deliver service excellence. For Thai SMEs, competitive advantage now comes from faster, more accurate problem-solving and superior customer experience, not cost-cutting alone. TCCTA is promoting this hybrid strategy as essential for brand loyalty and launched the Contact Center Awards 2026 to champion this shift.