Building customer trust and maintaining it is a challenge for any brand. Despite having a multitude of tools in your hands, direct interaction with customer service is still key. The simplicity, speed and professionalism with which we deal with your enquiries is the factor that determines whether a purchase will be made with you and whether the buyer will return to you again. We have to look all the more at the issue and the possible solutions if the sale is made abroad, where the decision-making processes for the purchase are subject to details relating mainly to communication, but no less to delivery, return of goods, or localization. Such customer service is your hands, eyes, and face. When to bet on human power and when to use the possibilities of artificial intelligence? What to watch out for, what are the possibilities and where is the online age taking us?