Automated support can be deeply personal by respecting customers' time, anticipating their needs, and providing empathetic responses. Bots excel at handling simple queries, reducing hold times, and routing complex issues to the right teams. Contextual support is also personal when gathering data about customers and serving up relevant answers. Humans and bots complement each other, excelling in different tasks. By automating transactional queries, personalizing customer paths with contextual routing, and measuring impact, businesses can create a personalized experience for their customers while enhancing team efficiency. However, there are cases where automation isn't suitable, such as sensitive issues or high-touch customers, requiring human intervention. Ultimately, automation empowers teams to scale support and provide fast, personal responses, but it's only one piece of the puzzle that requires strong knowledge bases and empathetic humans to back it up.