Exotel has launched #LikeAFriend, a Friendship Day campaign that calls out one of the most common customer service frustrations: repeating the same problem to multiple agents. The 80-second film follows a customer trying to resolve a declined card transaction, forced to re-explain his issue at every touchpoint. The story cuts to his dog greeting him at home with instant, effortless recognition – prompting the question of why brands can’t offer the same continuity.

Through the film, Exotel positions its AI-powered customer experience (CX) solutions as the fix for this fragmentation, enabling more contextual, connected conversations. The company cited Gartner data projecting that by 2029, agentic AI will autonomously resolve 80% of common service issues and automate nearly 40% of customer interactions. It also pointed to PwC research showing customers will pay more for better experiences, even as many abandon brands after just one bad interaction.

Udit Agarwal, SVP & Head of Global Partnerships & Marketing at Exotel, said communicating embedded technology at a broadcast level is always a challenge, but noted that enterprises like HDFC Securities, ICICI Bank, Zerodha, Uber, MakeMyTrip, Meesho, and Piramal Finance are already weaving AI into their customer engagement infrastructure. He added that the campaign targets the common complaint of disconnected conversations lacking recall and continuity, aiming to reposition AI as an enabler of relationship-led CX rather than just a capability.

Exotel maintains that AI should complement, not replace, human interaction – building service experiences rooted in continuity, context, and empathy.