Unlocking the Potential of Purpose-Built AI and Automation

What are the key limitations of generic AI, and how do purpose-built AI and automation overcome them?

As AI adoption accelerates, businesses face growing regulatory scrutiny and ethical concerns around data and AI usage. Generic AI often falls short, lacking the transparency, accountability, and industry- and domain-specific adaptability required for responsible deployment.

In contrast, purpose-built AI is designed with governance frameworks tailored to specific industries, geographies, and domains—such as financial services, UK regulations, and customer service operations. This ensures compliance, reliability, and effectiveness while maximising business value.

By training on customer service data, for example, purpose-built AI can enhance customer interactions with tailored responses and outcomes. This translates to real-world benefits such as improved support for vulnerable customers, accurate automated agent note-taking, and faster issue resolution by AI agents —often without the need for live agent escalation.

How does purpose-built AI, trained on customer service data, enhance personalisation and customer satisfaction?

A prime example lies in supporting vulnerable customers. Our newly released 2025 UK Consumer Vulnerability Report reveals that up to 35 million adults could be at risk—many without even realising it. Even when customers self-identify, they often hesitate due to fear, embarrassment, or stigma. Worse, frontline agents frequently lack the tools, confidence, and life experience to respond appropriately, leading to missed warning signs.

Purpose-built AI and automation change this by analysing 100% of customer interactions in real-time – voice and digital, detecting even the most subtle vulnerability signals, and equipping agents with real-time guidance, if appropriate. Signals include financial distress, low financial confidence, emotional strain, and ensuring businesses provide proactive, empathetic support.

With the UK’s regulatory focus on fair treatment and inclusivity, leveraging AI-driven automation is becoming essential—not just for compliance but for delivering compassionate, personalised customer care.

Given the UK’s recent AI Action Plan, what role do purpose-built AI and automation play in transforming the UK public sector?

The UK’s AI Action Plan highlights the transformative role of purpose-built AI and automation in enhancing public services and driving efficiency. Purpose-built AI is set to revolutionise critical sectors like the NHS, improving both in-person and digital care while streamlining service delivery.

Aligned with the government’s commitment to innovation and cost reduction, AI-powered automation helps public sector organisations eliminate administrative burdens, optimise workflows, and achieve rapid efficiency gains. By handling routine tasks, this frees employees to focus on what matters most—delivering compassionate, high-quality care that makes a real impact. Purpose-built AI can then help to deliver real-time assistance, providing advisors with key information and guidance when it matters the most.

Beyond healthcare, AI is reshaping essential services such as parking, housing, taxation, recycling, and waste management. With AI-powered automation embedded at every service touchpoint, frontline workers gain real-time insights, workflows become more connected, and citizens benefit from personalised, self-service solutions. This not only speeds up resolution times and reduces frustration but also delivers substantial cost savings—ensuring a more responsive, effective, and sustainable public sector.

How will AI and automation reshape job roles in the public and private sectors?

AI will not replace human involvement but will fundamentally reshape job functions. As such, both businesses and governments must invest in AI training and reskilling initiatives.

In customer service, for instance, automation is redefining the role of agents. Rather than handling routine inquiries, agents are evolving into AI prompt engineers and strategists—managing AI performance, optimising AI-human collaboration, and addressing complex, emotionally nuanced customer concerns.

Preparing for this workforce transformation requires changes to school curriculums, corporate training programs, and professional development strategies to equip workers with essential AI skills.

Can you provide a real-world example of purpose-built AI delivering meaningful improvements in customer service? A standout example is Carnival UK, which operates contact centres for P&O Cruises and Cunard handling over a million guest interactions annually.

With rapid fleet expansion and increasing guest volumes, Carnival UK faced challenges due to outdated, disconnected contact centre tools. To address this, the company implemented NICE’s AI platform, incorporating purpose-built AI solutions such as Copilot, Autopilot, and Expert to enhance automation, efficiency, and data-driven decision-making.

The results were remarkable: 99% improvement in the number of guest interactions assessed and 75% increase in engagement with bi-monthly implementation updates.

And this is just the beginning. As AI adoption continues, businesses embracing purpose-built AI will set new benchmarks in efficiency, compliance, and customer experience.