Imagine calling customer service and, instead of a human on the other end, you’re greeted by an AI agent that knows your name, understands your issue, and offers a solution in minutes. Welcome to the Agentic Era—a new wave of branding where AI-powered assistants are front and center.
A recent global study by Amdocs, with insights from the Philippines, reveals that customers are warming up to the idea of AI agents as customer service representatives. And it’s not just about convenience—these AI agents are becoming the face (or voice) of brands, reflecting their values, tone, and even personality.
“The agentic era is a completely new era,” says Gil Rosen, Chief Marketing Officer of Amdocs. “Each brand interaction with a customer via AI agents should be seen through the paradigm of brand, context, and customer: What is the brand persona, what is the context of the customer interaction, and who is the customer?”
This shift is especially significant for service-intensive brands like communications service providers (CSPs), financial services, and other companies that rely on customer support as a key part of their business.
Why It Matters for Brands (and Us, the Customers)
For years, customer service relied on human agents who could build rapport and trust. But as AI technology advances, these digital agents are stepping up. Instead of just “press 1 for this, press 2 for that,” AI agents can now offer meaningful, human-like interactions.
“Is it always the same AI agent persona, or does each customer meet another persona depending on the context of the interaction?” asks Gil Rosen. “It’s a question every brand must address because as AI agents evolve, this will fundamentally redefine how businesses interact with their customers and workforce across all channels.”
In other words, AI agents aren’t just tools anymore—they’re brand representatives. Their personality, tone, and responsiveness reflect the brand itself. This is why brands like telecommunications companies and financial institutions are redefining how they approach customer service.
What Do Filipinos Think?
Turns out, Filipinos are more ready for this change than most people think. Amdocs’ study reveals that:
- 55% of Filipino consumers view companies using AI agents as “futuristic and innovative.”
- 39% believe AI agents are a sign of companies investing in better customer service.
- 52% prefer AI agents for personal assistance, compared to 45% of consumers globally.
But it’s not all roses and rainbows. 41% of Filipino consumers think companies might use AI agents primarily for cost-cutting, instead of improving customer service.
This perception highlights the delicate balance brands must maintain. If customers feel like AI agents are just there to save costs, the experience could backfire. However, if consumers believe AI agents are there to help them, it could drive brand loyalty and trust.
Filipinos Want Custom AI, Not Cookie-Cutter Bots
Filipinos want AI agents that feel personal. The study found that nearly half (47%) of Filipino consumers want to customize their AI agent’s characteristics.
“Almost half (47%) of consumers expressed interest in customizing their AI agent’s characteristics,” the report states. This could mean letting users choose the agent’s tone, voice, or even the type of “personality” it has. Imagine being able to select whether your AI agent sounds like a calm, professional assistant or a friendly barkada.
Customization could make AI interactions feel more human and approachable—a major step up from the stiff, robotic responses we’re used to today.
Are People Uncomfortable with AI Agents? Not Really.
There’s a surprising insight from the study: People are more comfortable talking to AI agents than companies think.
CSPs estimated that 58% of consumers would feel uncomfortable talking to AI agents, but the reality is that only 27% of Filipino consumers actually feel that way.
This is a major wake-up call for brands. While companies think customers will resist AI, most people are actually ready for it—especially if it makes the experience faster and more convenient.
Filipinos Expect More Than Brands Realize
Filipinos aren’t just ready to use AI agents—they’re also setting high expectations. They want these agents to be just as good, if not better, than human representatives.
Here’s what Filipino consumers expect from AI agents:
- 86% expect empathy (compared to only 43% of CSPs globally who thought this was necessary)
- 86% expect professionalism (versus 44% of CSPs globally)
- 88% want issues resolved quickly (compared to 51% of CSPs)
- 73% expect first-time issue resolution (far higher than the 27% expectation set by CSPs)
“Consumers now expect more from AI agents than they do from CSPs,” says Gil Rosen. This data reveals a huge gap between what brands think consumers want and what they actually demand. The takeaway? Brands need to raise their standards for AI agent performance if they want to meet customer expectations.
How Companies Are Getting It Done
To meet these expectations, companies need tools that go beyond traditional AI chatbots. That’s where Amdocs’ amAIz platform comes in. This system helps CSPs integrate AI agents into their operations while maintaining brand integrity.
The platform is already showing results. During a proof-of-concept test with a leading North American service provider, amAIz delivered the following:
- 63% reduction in average handling time
- 50% improvement in first-time problem resolution
- 49% increase in customer satisfaction (measured through the Transactional Net Promoter Score)
These results suggest that AI agents aren’t just theoretical—they’re already delivering better results in the real world. If local CSPs like Globe or PLDT adopt similar systems, Filipino consumers could soon enjoy shorter wait times, faster issue resolution, and better overall service.
The Big Picture
The Agentic Era isn’t just a catchy name. It’s a shift in how we interact with brands. It means the next time you call customer service, you might not be talking to a human—but it might not matter. If the AI agent is empathetic, professional, and quick, that call might just be a better experience.
“The agentic era is a completely new era,” says Gil Rosen. “Each brand interaction with a customer via AI agents should be seen through the paradigm of brand, context, and customer.” This shift transforms the role of AI agents from being just “tools” to being essential parts of a company’s branding strategy.
The future isn’t far off. In fact, it’s already here. Companies like Amdocs are leading the way, and as more Filipino consumers embrace AI agents, the experience of calling customer service could soon be faster, smoother, and more personal than ever before.
