Customer experience (CX) drives loyalty and revenue in the digital era, but heavy reliance on artificial intelligence (AI) brings drawbacks. AI delivers scale and efficiency yet often lacks empa- thy and judgment—qualities crucial for genuine customer interactions. Human-in-the-loop (HITL) systems help close this bridge. Research demonstrates that HITL boosts accuracy, reduces bias, and preserves empathy in customer interactions. Key issues, including cost, scalability, and human bias, remain, while regulations like the EU AI Act are reshaping CX. Embedding HITL as ongoing over-sight enables organisations to create efficient, ethical, and trustworthy customer experiences.