Pavel Malyshev, leading global customer support at Productboard, emphasizes the integration of AI to enhance collaboration between support and engineering, focusing on reducing resolution times rather than deflection rates. At Productboard, AI is employed to enrich support tickets with technical context, enabling engineers to address issues swiftly by minimizing back-and-forth interactions. Malyshev advocates for DIY automation using tools like Zapier and n8n to tailor solutions specific to their workflow, rather than relying solely on off-the-shelf products. He also highlights the value of support tickets as a rich source of customer feedback, using AI to generate insights that inform product development. Malyshev envisions a future where AI redefines support roles, promoting a blend of white-glove customer service and AI orchestration, underscoring the importance of critical thinking and analytics in evolving support functions. The ultimate goal remains delivering fast, accurate resolutions that matter most to customers.