It is very interesting to see how self-service technology has supported better efficiency for corporates in the last decades in all industries: exchanging customer effort for lower prices. Major changes have occurred in consumer behaviour in the last years and in COVID-19, there is primarily a major demand for massive but fully personalized services, for human touch and human-like experiences. New technologies make possible to serve millions of customers making them feel treated like what they are, persons. Corporates must build human-like relationships with their customers based on new technologies.