Klarna is a Swedish fintech company best known for its “buy now, pay later” service. It allows consumers to split the cost of purchases into smaller, often interest-free payments.
The company has become a key player in the online shopping world, particularly in fashion and general e-commerce. It has even moved into areas like food delivery. Klarna is popular among younger shoppers who want flexibility without using traditional credit.
Its business model revolves around retailer fees and, in some cases, consumer interest. Klarna is active in over 45 countries, with major markets in the United States, United Kingdom, and Europe.
Klarna’s bold move to AI-powered support
Last year, Klarna made headlines by announcing that artificial intelligence—powered through a major partnership with OpenAI—had taken over the workload of about 700 human customer service agents.
The decision was positioned as a cost-saving, efficiency-boosting shift. But it quickly turned into a cautionary tale for companies diving too deep into automation.
“As cost unfortunately seems to have been too predominant evaluation factor when organizing this, what you end up having is lower quality,” Klarna CEO Sebastian Siemiatkowski later admitted.
The $40 billion lesson in customer care
The shift to AI backfired. Customers weren’t happy, the quality of service dropped, and Klarna saw a shocking financial impact: an estimated $40 billion in losses.
Despite initial enthusiasm, the company underestimated how much users value speaking with a human—especially when financial services are involved.
“Really investing in the quality of human support is the way of the future for us,” Siemiatkowski later said, reversing course.
Why Klarna wants humans back—but not as before
Klarna now wants human agents again—but under a new model. Instead of hiring full-time staff, the company plans to use remote, on-demand gig workers.
This Uber-style support model means agents would be available when needed, but wouldn’t enjoy the security or benefits of traditional employment.
Critics argue the model is flawed. One Reddit user wrote: “I don’t see how an on-demand model with a bunch of randos will deliver an increase in quality.”
Another called it “a wildly dystopian business model,” pointing out that workers might need to sit by their devices unpaid, hoping to be selected for incoming tasks.
What Klarna’s reversal says about AI in business
Klarna’s AI fiasco contrasts sharply with the broader tech industry’s enthusiasm for automation. Meta is reportedly planning to replace half its coding work with AI. Even some doctors worry AI could replace their decades of experience.
But Klarna’s story offers a different kind of lesson: that replacing humans too quickly in areas like customer service can backfire in both brand trust and financial stability.
Despite its recent setback, Klarna remains committed to using AI where it makes sense, especially within its ongoing collaboration with OpenAI.
“We wanted to be [OpenAI’s] favorite guinea pig,” Siemiatkowski remarked, even while admitting that full automation won’t come as quickly as once thought.
