{"id":73560,"date":"2025-09-03T13:09:51","date_gmt":"2025-09-03T12:09:51","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=73560"},"modified":"2025-10-19T10:13:44","modified_gmt":"2025-10-19T09:13:44","slug":"klarna-redeploys-staff-to-customer-service-pulls-from-marketing-engineering-and-legal-teams","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/klarna-redeploys-staff-to-customer-service-pulls-from-marketing-engineering-and-legal-teams\/","title":{"rendered":"Klarna Redeploys Staff to Customer Service, Pulls From Marketing, Engineering, and Legal Teams"},"content":{"rendered":"<p>Klarna has drafted staff from its marketing, engineering, and legal teams to bolster its customer service headcount.<\/p>\n<p>Business Insider broke the news, citing three of the company&#8217;s employees.<\/p>\n<p>It comes after <strong>Sebastian Siemiatkowski, CEO of Klarna,\u00a0<\/strong>admitted that the human touch was more critical in customer service than he had first thought.<\/p>\n<p>In May, <a href=\"https:\/\/www.cxtoday.com\/contact-center\/klarna-grapples-with-ai-led-customer-service-pivots-to-an-uber-type-of-setup\/\" target=\"_blank\" rel=\"noopener\">the CEO said<\/a>: &#8220;Really investing in the quality of the human support is the way of the future for us.<\/p>\n<blockquote><p>From a brand perspective, a company perspective, I just think it\u2019s so critical that you are clear to your customer that there will be always a human if you want.<\/p><\/blockquote>\n<p>That marked a massive pivot from the staunch pro-AI in customer service views he expressed last year. Then, he voiced his desire to <a href=\"https:\/\/www.cxtoday.com\/contact-center\/klarnas-ai-merry-go-round-enough-to-put-anyones-head-in-a-spin\/\" target=\"_blank\" rel=\"noopener\">become <strong>OpenAI CEO Sam Altman\u2019s<\/strong> &#8220;favorite guinea pig&#8221;<\/a>.<\/p>\n<p>In 2024, Klarna had also suggested that AI-powered solutions could help cut its customer service staff in half and debuted an AI assistant, which it claimed could do the work of 700 full-time contact center agents.<\/p>\n<p>However, the company&#8217;s U-turn is now in full swing, as it grapples with how to benefit from the efficiency gains of AI while providing a high-quality customer service experience.<\/p>\n<p>That grapple is evident in the employee accounts shared with Business Insider, which highlight how Klarna is pulling staff onto the phones from all across the business.<\/p>\n<p>As noted, these staff come from marketing, engineering, and legal, but also include\u00a0operations and analytics personnel, per the reports.<\/p>\n<p>The reports also suggest that these staff members were first told that their roles were &#8220;no longer a priority.&#8221; Then, they were placed in a talent pool for job reassignment, with many being moved to customer service.<\/p>\n<p>Regarding the scale of this practice, Business Insider stated:<\/p>\n<blockquote><p>The number of employees placed in the talent pool and later reassigned to customer support roles is unclear.<\/p><\/blockquote>\n<h2>The Perils of Over-Rotating to AI in Customer Service<\/h2>\n<p>Klarna isn&#8217;t the only company to backtrack on plans to cut customer service headcount due to advancing AI.<\/p>\n<p>Indeed, <a href=\"https:\/\/www.cxtoday.com\/contact-center\/almost-half-of-customer-service-tech-deployments-miss-the-mark-finds-gartner\/\" target=\"_blank\" rel=\"noopener\">Gartner predicted that half of businesses with such plans will abandon them by 2027<\/a>.<\/p>\n<p>While AI\u2019s ability to boost efficiency and productivity is undeniable, these accounts are a reminder that overreliance can still be dangerous.<\/p>\n<p>The Commonwealth Bank of Australia offers another example.<\/p>\n<p>Last month, its <a href=\"https:\/\/www.theaustralian.com.au\/subscribe\/news\/1\/?sourceCode=TAWEB_WRE170_a&amp;dest=https%3A%2F%2Fwww.theaustralian.com.au%2Fbusiness%2Ftechnology%2Fcommonwealth-banks-ai-fail-exposes-more-than-45-jobs-and-sounds-a-warning-for-all-businesses%2Fnews-story%2F842131dd463ec10e6ee034dc330474bb&amp;memtype=anonymous&amp;mode=premium&amp;v21=GROUPA-Segment-1-NOSCORE&amp;V21spcbehaviour=append\" target=\"_blank\" rel=\"noopener\">decision to replace 45 call\u2011center roles with AI\u2011powered voice bots quickly backfired<\/a>. Customers flooded the bank with unresolved issues, and public backlash followed.<\/p>\n<p>Within days, the bank was backtracking, rehiring staff, and acknowledging that some things, especially empathy, cannot be automated.<\/p>\n<p>Away from contact centers, in\u00a0the fast-food arena, <a href=\"https:\/\/www.wsj.com\/articles\/taco-bell-rethinks-future-of-voice-ai-at-the-drive-through-72990b5a?utm_\" target=\"_blank\" rel=\"noopener\">Taco Bell recently rolled out voice\u2011AI at over 500 drive\u2011through locations<\/a>, which resulted in frustrated customers dealing with glitches, delays, and prank orders, forcing the business to rethink.<\/p>\n<p>The company\u2019s CTO has since admitted that &#8220;AI cannot work everywhere&#8221;.<\/p>\n<p>From these stories, a common thread appears: AI can augment, but not completely replace the human element.<\/p>\n<p>Companies that over-rotate toward AI risk undermining trust, alienating customers, and undoing progress.<\/p>\n<p>For Klarna, and any other company tempted to fully automate support, these stories underline the need for a carefully considered AI strategy, supported by a reputable tech partner.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Klarna has drafted staff from its marketing, engineering, and legal teams to bolster its customer service headcount. Business Insider broke the news, citing three of the company&#8217;s employees. It comes after Sebastian Siemiatkowski, CEO of Klarna,\u00a0admitted that the human touch was more critical in customer service than he had first thought. In May, the CEO [&hellip;]<\/p>\n","protected":false},"author":4983,"featured_media":73566,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850,62063],"class_list":["post-73560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","category-marketing-sales-technology","tag-ai-agents","tag-artificial-intelligence","tag-automation","tag-ccaas","brands_to_track-klarna","editorial_type-news","intent-loyalty","target_audience-dual"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Klarna Redeploys Staff to Customer Service, Pulls From Marketing, Engineering, and Legal Teams - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers Contact Center &amp; Omnichannel\u200b news including AI Agents, Artificial Intelligence, Automation, CCaaS and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/contact-center\/klarna-redeploys-staff-to-customer-service-pulls-from-marketing-engineering-and-legal-teams\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Klarna Redeploys Staff to Customer Service, Pulls From Marketing, Engineering, and Legal Teams\" \/>\n<meta property=\"og:description\" content=\"CX Today covers Contact Center &amp; 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