Alex O’Leary, who leads the strategic use of AI and automation platforms across PayPlan, delivered a practical and insightful session on how organisations can better align with modern customer expectations. Focusing on the role of AI, automation, and omnichannel engagement, he explored how PayPlan is moving beyond rigid, one size fits all communication models by meeting customers on the channels they prefer, at the moment they need support. The result is a more flexible, responsive approach that reflects how people actually communicate today.

Designing journeys around behaviour, not systems

O’Leary highlighted that each communication channel comes with its own dynamics. Live chat demands speed and immediacy, while platforms like WhatsApp allow for more flexible conversations that customers can return to in their own time. By understanding differences in engagement patterns, friction tolerance, and customer behaviour, PayPlan has been able to design journeys that feel more natural and supportive. Rather than forcing customers through a fixed process, the organisation is adapting communication around individual needs and preferences.

Using AI to reduce friction and improve support

Automation plays a central role in this strategy, particularly in handling routine tasks and gathering information efficiently before human intervention is needed. O’Leary explained how AI can reduce operational pressure while enabling advisors to spend more time supporting customers through complex or vulnerable situations. Importantly, the focus is not on removing the human element, but strengthening it by ensuring customers get faster, more appropriate support. The session offered a clear example of how AI and automation can improve both efficiency and customer outcomes when implemented thoughtfully.