Imagine walking into a room with over 200 customer support leaders, all driven by a shared mission—redefining service excellence in the age of AI. That was the energy at Support (re)focus 2025, as top industry minds gathered to exchange groundbreaking insights on Customer Support & Service Excellence.
From AI-driven efficiency to evolving search behaviors, discussions painted a clear picture: the future of customer support is smarter, faster, and more proactive. Industry leaders like Adarsh Noronha (HubSpot), Vishal Sharma (SearchUnify), and Naveen Kumar (Rubrik) delivered game-changing insights that redefine customer support strategies in the near future.
Here are the key takeaways shaping 2025 and beyond.
1. The Future of AI-Powered Customer Support
Vishal Sharma, CTO of SearchUnify, provided a deep dive into customer support challenges and how the latest innovations in AI-driven support enable businesses to provide seamless and cost-effective service. He has also announced the SearchUnify Agentic AI library:
- AI L1 Agents for Self-Service: AI-driven support agents help customers resolve queries independently with a sleek, minimalistic UI. Using NLP and machine learning, they retrieve relevant knowledge, offer troubleshooting steps, and reduce wait times, enhancing the self-service experience while lowering support costs.
- Intelligent Front Door (IFD) & SearchUnify FRAG™: IFD intelligently routes customer queries to the best resolution path—whether a chatbot, knowledge base, or live agent. SearchUnify FRAG™ enhances search by breaking down complex queries, delivering precise and contextual responses, and improving knowledge discovery for customers and agents.
- L2 Copilots: Designed for L2 support, these AI copilots assist with case summarization, intelligent swarming, and advanced reasoning. They help agents work smarter by providing quick case overviews, connecting them with SMEs, and suggesting optimal solutions based on past resolutions.
- KB AI Agents: AI-powered agents improve knowledge management by drafting new support content, identifying content gaps, and archiving outdated articles. They ensure that the knowledge base remains accurate, relevant, and up-to-date, making self-service and agent-assisted support more effective.
2. The Evolving Search Landscape & Customer Behavior
Hubspot’s Director and Country Manager, Adarsh Noronha, didn’t hold back. He hit us with some hard truth:
AI is everywhere. AI is reshaping customer support. While support teams fear job displacement, business leaders see AI as a tool for efficiency, scalability, and smarter growth. Traditional strategies aren’t delivering the same results—businesses face declining traffic, lower conversions, and poor retention, making it clear that adaptation is crucial.
What’s Driving the Shift?
Let’s be real—things aren’t the way they used to be. Businesses are struggling to get the same traction, and here’s why:
- Search is changing the game. AI-generated answers are keeping users on search pages instead of sending them to websites. Fewer clicks, less organic traffic.
- Social platforms don’t want you to leave. They’re holding onto audiences longer, making it harder for businesses to drive traffic. Experts predict a 25% drop in search-driven visits by 2026.
- Customers want more. Generic, one-size-fits-all support? That doesn’t cut it anymore. People expect personalized, meaningful interactions—and they won’t settle for anything less.
AI as the Solution
AI-powered solutions are stepping in to bridge the gap between brands and customers. They enable businesses to deliver proactive, data-driven support, ensuring personalized engagement at scale.
Already, 27% of companies have integrated AI into their employee and customer support strategies, unlocking better efficiency and customer satisfaction.
AI is Revolutionizing Support—Are You Part of the 27% Leading the Way? If Not, Let’s Talk!
3. AI-powered efficiency Gains & Content Management Strategy
At Support 2025, Naveen Kumar, VP of Support at Rubrik, shared how AI is driving real, measurable impact in customer support.
- 20-30% efficiency gains with AI. This isn’t just theory—it’s Rubrik’s reality. AI-powered solutions are streamlining workflows, automating repetitive tasks, and helping agents resolve cases faster, leading to significant efficiency improvements.
- Content is king, but strategy is everything. AI is only as good as the knowledge it learns from. A strong Content Management Strategy ensures that AI delivers accurate, relevant, and contextual responses, maximizing its potential.
- AI is a continuous journey. Gen AI tools need constant iteration and refinement to truly deliver value. The more they learn and adapt, the better they get at enhancing customer support experiences.
As a SearchUnify customer for over five years, Rubrik is now piloting GenAI capabilities within search and knowledge management. By leveraging AI-driven innovations, they’re taking customer support to the next level—proving that AI’s impact is just getting started!
Final Thoughts: The Road Ahead
Support (re)Focus 2025 reinforced a key message: AI-driven efficiency, intelligent content management, and seamless search experiences will define customer support success in 2025. Businesses that embrace AI-powered automation, refine Gen AI strategies, and prioritize knowledge management will lead the way.
The energy extended beyond the sessions—SearchUnify’s booth drew attendees eager to experience AI-powered support firsthand. Live demos of our AI Agents sparked insightful conversations, leaving many inspired by the future of customer support.
Missed Support (re)Focus? Catch the on-demand session and explore AI-driven customer support innovations!