On October 2, 2025, the Consumer & Market Authority (ACM) and the Authority for Personal Data (AP) made a clear call: keep human contact accessible at a time when AI chatbots are increasingly the first, and sometimes only, link between organizations and their customers.
De uitdaging: efficiëntie versus menselijke nabijheid
Chatbots have become an integral part of customer contact. They offer speed, scalability and 24/7 reachability. But practice also shows that customers often get lost in digital menus and sometimes don’t even remember whether they are speaking to a human or a machine. The risk? Frustration, lack of clarity and loss of trust.
The ACM and AP rightly point out structural risks:
- Access to human contact is under pressure.
- Customers have difficulty recognizing whether they are talking to an employee or AI.
- Incorrect or confusing answers from chatbots are not always easy to correct.
De EU AI Act: meer transparantie en vertrouwen
As of August 2026 passes the EU AI Act goes into effect, the first European legislation that creates clear frameworks for the use of AI. For chatbots and other AI applications in customer contact, this means, among other things:
- Transparency: organizations should make it clear from the first interaction that someone is interacting with an AI system.
- Recognizability: the design and presentation of chatbots should not be misleading (e.g., typing dots that suggest human interaction).
- Accessibility: users should have easy access to human support if they want it.
This legislation fits seamlessly with the call of the ACM and AP: technology can enhance service, but should never become a barrier that undermines the human touch in customer contact.
Onze visie: AI als versterker, niet als vervanger
At Pegamento, we believe that AI is a tool to improve customer contact, not to supplant human contact. Technology should increase accessibility, speed up processes and support employees, but control should always remain with the organization and the customer.
Specifically, this means:
- Transparency: customers should always know whether they are talking to a chatbot or an employee.
- Freedom of choice: a quick and clear route to an employee when the situation calls for it.
- Security: careful handling of personal data and protection against data breaches.
- Inclusiveness: customer contact that is also accessible to people with disabilities or limited digital skills.
Hoe Pegamento de klantcontact-propositie waarmaakt
Pegamento develops customer contact solutions in which AI and humans reinforce each other:
- AI chatbots and mail assistants that answer routine questions, giving employees time for more complex cases.
- Integrations with CRM and back office systems so that customers are served faster and better.
- Security and privacy by design: fully AVG and AI Act compliant, with data storage within the EU.
- Accessible communication: always the ability to easily transfer to a staff member.
Klantcontact mét vertrouwen
The call by ACM and AP, combined with the arrival of the EU AI Act, shows that the future of customer contact is not only technological, but above all human. Companies that deploy AI without losing the human touch are building trust, loyalty and lasting customer relationships.
At Pegamento, we are committed to making just that possible: smart technology that makes customer contact more personal, secure and effective.


