Behind every support request is a person. In our Humans of Support series, we celebrate the people who inspire us. Today, we're featuring Doron Pryluk, Chief Operating Officer at Quack AI.

Here’s his take on the state of support in 2025 👇

📈 What’s one trend in support you’re excited about or skeptical of this year?

Agentic AI. For the first time, AI isn’t just a chatbot giving partial answers: it’s resolving complex cases end to end. That shift excites me because it frees humans to focus on the work that truly requires empathy, creativity, and nuanced judgment. At the same time, I’m cautious: without a strong knowledge foundation and governance, AI can just as easily create false confidence and damage trust. The teams that get this balance right will define the next era of customer support.

📌 What’s the most important shift you’ve seen in customer expectations?

Resolution speed has become table stakes. Customers now expect contextual resolution without repeating themselves: recognition of their history, intent, and situation in one flow. That continuity is the new baseline for trust. It’s no longer about how fast you respond, but how seamlessly you resolve.

🚀 How has your team adapted its support strategy in the past year?

We’ve moved from a ticket-first to a knowledge-first approach. Instead of only reacting to tickets, we train AI agents directly on real interactions and continuously QA every resolution. That’s allowed us to scale without sacrificing quality. More importantly, it’s turned knowledge into a living system: every conversation feeds back into improving both AI and human performance.

👀 What’s something support teams are underestimating in 2025?

The value of knowledge architecture. AI is only as powerful as the information it draws from, yet many teams still treat knowledge management as an afterthought. In reality, knowledge is infrastructure. The way you structure, tag, and govern it determines whether your AI delivers trusted resolutions or hallucinates. In 2025, knowledge management isn’t optional: it’s the backbone of modern support.

🏆 Which company is setting the bar for modern support right now?

Lemonade, Artlist, and Yotpo stand out. Lemonade was ahead of its time, building its own AI agents into its insurance model years ago. Their “AI Jim” has been resolving claims end to end with speed and transparency, proving that automation can feel natural when it’s designed into the experience from day one.

Artlist and Yotpo, meanwhile, are showing what it looks like to scale AI in hyper-growth SaaS environments with Quack AI. They’ve built systems where automation doesn’t replace empathy: it amplifies it. By pairing their teams’ deep customer focus with Quack AI’s knowledge-first approach, they’re setting the bar for how modern support can feel both efficient and deeply human.