Klarna Shifts to Hybrid AI-Human Customer Service

Klarna, a Swedish fintech company, has launched an AI-powered hotline in the US, Sweden, and the UK, featuring a digital clone of CEO Sebastian Siemiatkowski to engage with customers and gather feedback. The hotline is part of Klarna's broader 'AI-first' strategy, which began in 2023 with the replacement of 700 customer service agents with AI, resulting in significant efficiency gains but subsequent concerns over customer service quality. By early 2025, Klarna responded to these concerns by rehiring human agents and shifting to a hybrid AI-human support model. CEO Siemiatkowski has warned that extensive AI adoption could result in major job losses and potentially contribute to a recession, noting that human empathy is vital for maintaining customer trust. The company continues to leverage AI for product improvements but now markets real human interaction as a premium feature. Klarna's approach highlights both the transformative advantages and the complexities of integrating AI into financial services.