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In May 2025, the CEO of Klarna Group Plc, a Swedish fintech company, Sebastian Siemiatkowski, aimed to cut costs and improve efficiency by automating customer services. This move seemed productive, but the uproar of customer complaints significantly impacted the brand image and the customer experience. The lack of human empathy in the robotic customer service irked the customers. As a reversal mechanism, Sebastian called humans back, employed them as gig workers; therefore, Klarna must strategise the value proposition of “human-AI” collaboration.
This case is developed from secondary sources, including annual reports, social media outlets, company websites and news published in...
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