Australian Companies Embrace AI to Reshape Call Centres – and the Workforce That Runs Them

Across the country, major Australian companies are rethinking how they handle customer service, and AI is at the centre of it. What used to be the frontline of customer interaction, the humble call centre, is now being reshaped by voice bots, generative AI, and machine learning tools designed to streamline calls, drastically reduce wait times, and free up staff for more meaningful work.

CBA Leads the Charge with AI-Powered Call Centres

The Commonwealth Bank of Australia (CBA) is perhaps the most high-profile example. In recent months, it confirmed the rollout of AI across its call centres, including the “Hey CommBank” voice assistant, a tool built using Amazon Web Services infrastructure and trained to handle everyday customer enquiries. At last count, CBA’s AI systems were helping process over 50,000 customer interactions every day, many of them without a human needing to pick up the phone.

The move hasn’t come without controversy. CBA recently confirmed that 45 customer-facing roles were cut as part of the AI rollout, with up to 90 impacted overall. The Finance Sector Union has called for greater transparency and consultation, fearing the beginning of a trend that could see thousands of jobs automated out of existence. CBA, for its part, says redeployment and retraining are part of its plan, and highlights that nearly 3,000 new roles have opened across the business in recent months.

Telcos and Banks Follow Suit

CBA isn’t alone. Telstra is investing hundreds of millions into AI-driven systems and has publicly acknowledged that it expects its workforce to shrink over the next five years as it "leans in hard" on automation, including in customer service. ANZ and NAB are exploring similar moves. Across banking, telco, insurance, and government services, the race is on to make AI the first point of contact.

Why the Rush to Automate?

What’s driving the shift? A few things: AI tools can reduce call handling time by up to 40%, improve customer satisfaction, and operate 24/7. They also provide instant access to customer records, sentiment analysis, and predictive routing, all of which can be done faster and with fewer errors than traditional systems. In a cost-conscious environment, it’s a compelling pitch.

“Businesses aren’t just chasing efficiency, they’re chasing better experiences,” says Kate Pullinger, COO at Contact Harald. “Customers expect fast, accurate help, and staff want to spend their time solving real problems. AI, when implemented well, delivers on both fronts.”

Enter Ask Harry: Voice AI for Business

Not all businesses are building their own AI tools. Many are turning to third-party platforms like Ask Harry, a local voice AI solution already being used to manage inbound calls, bookings, and customer support in the automotive sector. Ask Harry integrates directly with business systems, meaning it can book service appointments, handle routine queries, send follow-ups, and even escalate issues — all by voice and all without needing to speak to a service manager or reception.

The Human Impact: Risk or Opportunity?

Some see this shift as inevitable. AI is simply better suited to the repetitive, high-volume tasks that dominate most contact centres. Others are more cautious, pointing to the risk of depersonalised service or the social impact of mass redeployments. The challenge now is to ensure that automation doesn’t just replace people, it frees them to do better, more human work.

What Comes Next

We’re at a tipping point. AI isn’t just coming for the contact centre, it’s already there. But rather than spelling the end for human roles, it’s opening the door to new ones. Australia’s leading corporates, notably CBA, Telstra, and ANZ, aren’t just using AI to reduce costs, they’re actively reshaping their workforces for the future.

Voice bots and chat tools are taking care of repetitive tasks, freeing up people to focus on complex problems, empathy-led service, and innovation. With the right investment in reskilling and redeployment, this shift doesn’t need to leave workers behind; it can lift them into more valuable, future-ready roles.

“AI isn’t about replacing people, it’s about removing the friction,” says Kate Pullinger, COO at Contact Harald. “When we free up staff from repetitive tasks, we’re giving them space to do the work that actually builds customer relationships, drives loyalty, and delivers value. That’s where the future lies.”

The success of AI in customer service won’t be measured by how many calls it can deflect, but by how well it helps people, both customers and employees, do better work. If Australia gets this right, it won’t just lead in AI adoption; it will lead in creating a smarter, more human workforce alongside it.