Klarna’s AI Experiment: From Automation to Human Touch
Swedish fintech giant Klarna, hailed as Europe’s “AI poster child,” has made headlines over the past year for aggressively deploying artificial intelligence tools such as the
ChatGPT-powered customer service chatbot. Initially, this move allowed Klarna to cut its workforce by over a thousand employees, as its AI systems took over many roles previously performed by humans[2]. The company’s CEO, Sebastian Siemiatkowski, became a vocal proponent for the technology, boasting that “AI is capable of doing all our jobs, my own included”[1].
Milestones and AI-Centric Strategy
Klarna leaned heavily on automation, reporting that its main chatbot, powered by
ChatGPT, was handling support tasks equivalent to 700 human agents, often at much higher efficiency[2]. According to Klarna, 96% of its workforce used AI every day, contributing to gains in productivity and speed[1][4]. In its Q1 2025 results, Klarna unveiled substantial performance milestones attributed to this AI-first strategy, with significant gains in global momentum and consumer reach[4].
- AI-driven service reduced response times for customer support.
- Automation enabled Klarna to scale globally and unlock new efficiencies[4].
- Internal data highlighted that nearly all Klarna employees interact with AI tools daily[1].
Drawbacks Emerge: Quality and Customer Satisfaction Slip
Despite early successes, Klarna has begun to recalibrate its approach. CEO Siemiatkowski admitted that the rapid shift to automation came with trade-offs, most notably in the quality of customer experience[2]. He emphasized the importance of “always a human if you want,” acknowledging that the all-in approach had gone too far and that a balance with human staff was now necessary.
- Clients asked for more human interactions after some frustration with chatbots[2].
- An IBM survey confirmed that only 25% of corporate AI projects deliver the expected returns, with many struggling to scale up[2].
- Klarna is actively recruiting staff again to restore a human touch in its customer-facing roles[2].
The Future: AI and Humans Working Hand-in-Hand
Klarna’s experience reflects a growing trend in business: while tools like
ChatGPT and similar AI systems can deliver substantial efficiencies, technology alone cannot fully replace the nuanced, empathetic support customers expect. Klarna’s AI chatbot—even when trained with the CEO's own views—predicted that by 2025, AI would transform customer service and risk assessment, but human expertise would still be crucial for quality assurance and satisfaction[3].
In summary, Klarna’s journey underscores the need for thoughtful integration of AI, blending automation with the irreplaceable value of human connection in customer service.
