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Ian Collins experienced the frustration of being stuck in an automated customer service loop when he called a hotel to update his check-in time. AI technology is becoming increasingly popular in customer service and support, with over a third of Canadian companies looking into how it can improve their operations. The next generation of automated support is expected to be much better than the chatbots of today, as they will be able to learn and adapt on the fly. However, there are concerns that if businesses rush in too quickly or implement systems poorly, the customer service experience could become worse.