If My CX Tool Already Has AI, Why Do I Need a Standalone Solution?

A lot of CX leaders in online retail are asking the same question right now. 

“Zendesk has AI… Gorgias has AI… Gladly has AI…. Aircall… Five9…. They all have AI. So why would I need a separate tool?”

Here’s why you might or might not be interested in adding a standalone AI solution to your tech stack. 

If You Haven’t Used the AI You Have, Start There.

If your platform already includes AI features but you haven’t really tried them yet, there’s no reason to rush into a third-party solution. Test what’s in front of you first. It may not be where you ultimately end up, but it’s a great place to start for several reasons.

Firstly, budgets for new projects typically don’t come easily, especially on an external tool if you haven’t proven the one you’re already paying for isn’t good enough. If nothing else, testing the tool you have will give you the data you need to make a case for the tool you want.  

Starting with what you have will also give you a baseline. You’ll learn what this AI can do, what it can’t do, where it struggles, and where it shines. If you eventually decide to look for something else, you’ll go into that process with clarity on what’s missing that you’d like your new tool to have.

Lastly, when AI is bundled into another tool, you can experiment, train your team to manage, and see how your customers respond, without the same level of pressure that may come with having to quickly prove the investment’s ROI.

What If the Built-In AI Works Really Well?

Then you might not need anything else.

Some teams are already seeing high resolution rates, quick answers, and happy customers using the AI built into their ticketing platform or phone system. If your processes are straightforward, your knowledge is organized, and your customer inquiries are fairly standard, the native AI might do the job beautifully.

Could a standalone AI vendor squeeze out a little more efficiency or answer a few more questions on its own? Probably. But if you’re already hitting high accuracy and your customers aren’t feeling any friction, the extra 5–10% lift may not be worth the evaluation time, the added cost, or the ongoing maintenance.

When the Built-In AI Starts to Show Its Limits

Of course, not every team feels that way.

Maybe your AI agent misunderstands basic questions. Maybe it can’t tell a “where’s my order?” from a “please cancel my order,” or it handles only the simplest inquiries and drops the rest on your agents. Maybe you’re spending more time fixing its mistakes than celebrating its wins.

Sometimes that’s a training issue. Sometimes it’s your knowledge base. But sometimes, it’s just the product.

AI isn’t always the core focus of CX platforms. It’s one feature among many, not the center of their business. Meanwhile, standalone AI vendors: Ada, Decagon, Kodif, Siena, Flip, SwiftCX, they wake up every morning thinking about nothing else. They move faster, innovate quicker, and often go deeper in accuracy and automation because it’s all they do.

So if your built-in AI feels limited, it’s not unreasonable to start wondering what else is out there.

When Built-In AI Just Doesn’t Fit Your Business

There’s another situation that comes up a lot: the AI technically works, but it doesn’t work for you. It’s not broken, it’s just not made for your business. 

Built-in platform AI is designed to perform well enough for thousands of brands sometimes across many industries. That means it’s made for the average use case, and your business might not be the average use case.

That’s when standalone tools become valuable, not because they’re “better,” but it could be more adaptable, customizable, or just more in-line with your type of business

It’s Not About Having More AI - It’s About Having the Right AI

You don’t need AI just to say you have it. You don’t need the most advanced chatbot on the market if your customers don’t require it.

What you need is the version of AI that helps your customers get answers quickly, supports your team instead of frustrating them, and actually moves the needle on experience and efficiency.

Sometimes that’s the AI you already have. Sometimes it’s something new. 

So start with what you’ve got. Learn from it. And if you hit its limits, that’s your signal: not to buy more AI, but to find the right AI.

If you need a little more guidance, at The CX Coach, I work with CX teams in online retail, helping them strategize service models, and evaluate AI Solutions and BPO Partners.