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New Study Reveals Improving Customer Attitude Toward Intelligent Virtual Assistants

By Tracey E. Schelmetic October 19, 2023

Very few of us have fond memories of early chatbots that were designed to offload customer queries from live agents. The phase “I didn’t quite get that” has entered our lexicon as an expression of frustration for automated responses. While the problem isn’t that customers don’t like self-service – in fact, customers value the efficiency of self-service – they desire a quality experience, which legacy chatbots have failed to offer.

But now, there is evidence that smarter chatbots are improving the customer experience instead of detracting from it. A new customer experience benchmark report commissioned by AI platform provider revealed a growing acceptance of AI-powered intelligent virtual assistants (IVAs) that meet customer service quality expectations.'s report, entitled “Contact Center Customer Experience (CX) Benchmark 2023,” revealed that customers across sectors like banking, health, retail, travel, and telecom/cable/media increasingly rely on IVAs to get prompt and relevant information while engaging conversationally, without having to repeat themselves.

While there remains a 7% gap in approval ratings for IVA (70%) and versus a live agent (77%), consumer preference for IVAs is growing for both simple and complex interactions, the study concluded.

This is not to say that customers are happy to be relegated entirely to chatbot-based automation. While users prefer the advanced AI technology's help with complex service interactions, they also appreciate an easy handoff to a live agent when needed. The study details specific use cases across multiple industries, demonstrating the broad applicability for consumers.

"Our recent survey shows there is a growing demand for IVAs across industries, and they are reshaping customer interactions," said Raj Koneru, CEO of, in a statement. "For enterprises, this data isn't just insight – it's an imperative to recalibrate modern customer engagement strategies, adapt to new expectations, leverage the technologies at hand - conversational and generative AI and LLMs - and position IVAs as transformative tools that redefine how technology and humans come together in the customer journey."

Be part of the discussion about the latest trends and developments in the artificial intelligence space at Generative AI Expo, taking place February 13-15, 2024 in Fort Lauderdale, Florida. Generative AI Expo discusses the evolution of AI and feature conversations focused on the potential for GenAI across industries and how the technology is already being used to create new opportunities for businesses to improve operations, enhance customer experiences, and create new growth opportunities. 

Edited by Alex Passett
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