In the two previous articles in this series, we have seen how AI increasingly functions as actual labor – illustrated through the McKinsey example – and what happens when this labor encounters real volume, as Klarna has experienced. Once we accept that machines can perform work, a new and more challenging question arises:
Who is actually leading the work as an increasing portion of it is no longer carried out by humans?
Most stop in pilot
Most organizations today have at least one AI project. The presentations look good, the demos work, and the intentions are correct.
That's how it should be. Pilots are necessary to learn, test, and understand what actually works in practice.
The challenge only arises when the pilot is left standing alone – without clear ownership of how the experiences should be carried forward into operations.
Not necessarily because the technology is too poor, but because no one has taken responsibility for how AI should actually work over time. The pilots are not lacking potential. They lack anchoring. Operations lack leadership.
It is within this gap between insight and implementation that many organizations are now struggling.
Work happens at meeting points – not in models
Work rarely occurs where we have built the most advanced systems. It happens during clarifications, handovers, and conversations.
Often on the phone.
It is in these real-time meetings that capacity is tested. This is where queues form, and this is where the difference between availability and friction is immediately felt. For AI to function as genuine labor, it must be present where the work actually happens – not just where automation is easiest.
When these questions become concrete, they rarely appear in strategic documents. They arise where the work actually happens – in conversations, clarifications, and escalations.
Voice – the last interface for friction
Voice is not just a channel. It is an organizational interface.
This is where the business meets customers, partners, and the market in real-time when something is unclear or urgent. We may accept a two-hour wait for an email, but we rarely accept two minutes in a phone queue.
When AI takes over the volume in voice-based interfaces, the dynamics change fundamentally. AI is an unparalleled transaction machine, but a mediocre relationship builder.
For this to work over time, it requires an architecture that understands the difference between transaction and relationship – and knows when the machine should give up.





