I generally hate calling into a call centre unless I have to and would rather do it myself, self-serve if I can. The few times I've called into Westjet, the wait times have been pretty ridiculous. They really have to do something to improve it.

Would agree that the call centre business in general is a race to the bottom nowadays. One would hope by integrating AI that it could learn from all the past call/ticket data history and assist the call centre agents to quickly provide an answer/solution (or via a self serve tool). So it kind of makes sense that this is likely an extension of the collaboration between Westjet and Telus. Telus International has both a call centre side and an AI side, and with basic call centre services being commoditized, they seem motivated to start generating some revenue from the AI side with Westjet likely being a bit of a test case (outside of Telus' own call centres).