AI Isn’t Your Whole Support Team (and That’s Okay)

By Kristin Oelke, Managing Director, Growth Services, Brightrose Ventures, and author of Trust: Unlocking B2B Growth in Today’s AI World

We’ve all heard the pitch: “AI will handle 80% of your support tickets.” And honestly, it’s true - AI is fantastic at automating FAQs, password resets, and order tracking. But what about the other 20%? That’s where most companies hit a wall.

According to Gartner’s 2024 Customer Service Report, 59% of customers say complex issues are resolved more effectively by humans. In other words, AI can only take you so far before customers need a real conversation.

Here’s the myth: AI replaces humans entirely. The reality? AI is a brilliant filter, but not a finisher. Without a cost-optimized human layer, you either frustrate customers with dead-end chatbots or overspend by throwing senior employees into basic escalations.

The sweet spot is combining AI’s efficiency with human empathy. That’s when customer satisfaction scores soar, while costs stay under control.

At Brightrose Ventures, we built a Per-Ticket Human Support Layer to complement AI. Our expert human team efficiently handles the 20% of tickets that require judgment, empathy, or a custom solution - so you get the best of both worlds.

Because AI is powerful, but it doesn’t do hugs. That’s where people still win.

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About Kristin Oelke

Kristin Oelke brings 20 years of experience modernizing and scaling marketing functions across Big Tech, high-growth startups, and global partner ecosystems. She partners with investors, founders, and C-Suite leaders to design and execute strategies that drive measurable revenue impact.

She is also a frequent speaker and the author of TRUST: Unlocking B2B Growth Strategies in Today’s AI World, where she explores how companies build credibility, reduce buyer friction, and scale predictably through transparent execution, public proof points, and trust-driven content.

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FAQs

What are the top reasons SMB and mid-market tech companies work with advisory firms?

Companies partner with advisory firms to tap into battle-tested expertise, access fractional support without long-term overhead, and gain faster connections to trusted resources proven to work with early-stage and scaling businesses. Advisory partners also bring fresh perspective, speed to execution, and the ability to build trust with investors through transparent reporting and measurable outcomes.

How are Brightrose Growth Services different from other tech advisory offerings?

Brightrose Growth Services combine proven operator experience with fast, execution-first support built for today’s AI-driven B2B environment. We help companies break through digital noise with content that educates and resonates, build scalable tech foundations, and deliver the proof points and reporting that earn trust with both buyers and investors.

What makes the Brightrose Growth Services fractional model more effective than hiring in-house?

Rather than relying on a single marketing leader, Brightrose Growth Services provide a senior-led team across demand gen, CRM, lifecycle, content, and analytics. We accelerate growth with integrated execution, a more efficient demand engine, transparent reporting, and trust-building content—all at a predictable monthly cost.

How can startups begin leveraging Brightrose Growth Services on a small budget?

Most begin with a Brightrose Assessment to get a clear, prioritized plan and identify immediate quick wins. From there, startups activate a fractional team that scales with the business—gaining early proof points, trusted content, a scalable tech stack, and investor-ready reporting without overinvesting.