Executive Perspectives: AI, Automation, and the Future of the Contact Center with Laivly’s CRO, Matt Bruno
During Customer Contact Week Winter 2025, I had the opportunity to sit down with Matt Bruno, Chief Revenue Officer at Laivly, to discuss the evolving role of AI in customer interactions, the balance between automation and human touch, and what contact center leaders should prioritize in 2025.
The Acceleration of AI and the Rise of Agentic Automation
With 2025 underway, businesses are sharpening their focus on AI-driven efficiency. For Laivly, a company specializing in AI and automation solutions for contact centers, this means a strategic shift toward agentic automation—AI systems that proactively determine and execute the next best action.
Matt explained, “Previously, a lot of the focus was on agent assist—helping agents do their jobs better. But companies are increasingly looking at where it makes sense to remove the agent entirely.” He predicts that AI’s ability to anticipate customer needs and execute tasks independently will be one of the most significant industry trends this year.
The Measurable Impact of AI in Contact Centers
Adoption of AI in contact centers isn’t just about technology—it’s about business outcomes. According to Matt, the most immediate impact customers experience is a reduction in average handle time (AHT).
“We’re seeing a one to two-minute reduction in AHT across almost all of our clients,” he noted. “Automating case notes, retrieving knowledge base articles—these small efficiencies add up quickly.”
Beyond efficiency, AI-driven analytics are proving invaluable. Companies now have a clearer view of every call’s content and trends, enabling them to make more informed business decisions. “You can’t listen to every call manually,” Matt said. “AI makes it possible to extract actionable insights from all interactions, not just a sample.”
Defining ROI: What Matters Most to Contact Center Leaders?
For businesses investing in AI, return on investment is top of mind. Productivity—primarily measured through AHT—remains a dominant KPI. However, Matt is seeing a shift toward new performance metrics.
“Upsell effectiveness is becoming more important,” he said. “Agents today are expected to do more than just resolve issues. They’re being coached to go beyond the transactional and create value.”
One of the more interesting use cases Matt shared involved a team adopting Laivly’s AI in a way the company didn’t originally anticipate. “One team created internal code words—like ‘Blue 42’ in football—to trigger knowledge base lookups during calls. It’s an innovative example of how AI can support agents beyond its intended design.”
2025 Priorities: Self-Service Setup and Market Expansion
Looking ahead, Laivly is focused on enhancing its AI’s ease of deployment. One of its major initiatives is externalizing its setup tool, allowing customers to configure AI solutions with minimal assistance.
“We want customers to be able to set up more of the system themselves,” Matt explained. “It doesn’t mean we’re moving away from partnerships, but we see value in giving businesses more flexibility.”
This self-service model could also open up new markets. “We envision a world where even small contact centers can go online, download Laivly, and set it up. That’s an exciting prospect for industry-wide adoption.”
Navigating AI’s Evolution: Key Industry Trends
AI and automation are unavoidable themes at every industry event in 2025. But according to Matt, two trends stand out:
- The Redefinition of the Contact Center: He’s seeing an organizational shift where contact centers are increasingly moving under marketing departments. “The role of the agent is changing. It’s no longer just about completing tasks that tech can’t handle—it’s about delivering value beyond automation.”
- The Expansion of Unattended AI: More businesses are exploring where AI can completely replace human intervention. “The question is shifting from ‘How do we help agents work faster?’ to ‘When do we even need an agent at all?’”
Differentiation in an AI-Crowded Market
With countless companies touting AI-driven solutions, I asked Matt how Laivly differentiates itself.
“Everyone says they do AI and automation. But the real question is: How are they applying it to create value?”
He believes Laivly’s deep roots in the contact center industry set it apart. “Many AI startups see contact centers as a great application for AI, but they don’t truly understand the operational complexities. We’ve built this from within the industry, not as outsiders.”
Implementation speed is another differentiator. “If a solution requires overhauling your tech stack, it’s a massive barrier. We designed Laivly to layer on top of existing infrastructure and deploy within days—not months.”
Advice for Contact Centers in 2025: Act Now, Iterate Quickly
Matt’s key advice for companies exploring AI? Stop overanalyzing and start implementing.
“The biggest mistake I see is companies spending a year ‘thinking through their AI strategy’—only to still be in the same place a year later. AI adoption should be an iterative process. Start with small, quick wins, learn from them, and scale up.”
He encourages businesses to test AI solutions through pilots or limited deployments. “You don’t need to map out every use case upfront. Real-world experience is the best way to determine AI’s value.”
Looking Ahead: What Success Looks Like in 2025
As Laivly continues its push into self-service AI and expanded automation, Matt has clear goals for the year ahead.
“We want to see our AI deployed in more organizations, particularly in smaller contact centers that traditionally couldn’t access this technology. We’re also excited to see how far our automation capabilities can evolve—especially in fully unattended environments.”
For companies evaluating AI and automation solutions, his parting advice was simple: prioritize vendors who understand contact centers, minimize risk with fast deployments, and ensure the solution aligns with clear business goals.
As AI continues to reshape the industry, the companies that act decisively will be the ones that stay ahead.
