New Survey Finds Customers Still Prefer Speaking with Human Agents

While automated/AI-driven customer support bots have become smarter in recent years thanks to generative AI (and customers are more willing to use them), we’re seemingly still not ready to replace human agents with their cyber counterparts, according to new research into customer preferences.

A recent survey sponsored by customer experience (CX) solutions provider Five9 found that 75% of customers indicated that they prefer talking to a real human (in person or over the phone) for customer support. The findings underscore that brands need to improve online customer support.

The survey was aimed at helping organizations understand how consumers perceive AI and evolving customer experiences, and it explores consumer sentiments around AI and CX, as well as around holiday shopping, travel and healthcare.

While attitudes toward AI agents vary by customer age demographics, the study found that overall, 84% of consumers are aware that some companies use AI to handle customer service interactions. At the same time, nearly half (48%) of consumers say they do not trust information provided by AI-powered customer service bots. Over half (56%) of all consumers are often frustrated by AI customer-service chatbots.

As upcoming events like open enrollment for health insurance and holiday shopping create higher demand, brands will inevitably face mounting pressure to continue delivering exceptional customer experiences while balancing the use of AI to enhance and streamline experiences. Given that 40% of consumers note that positive CX ensures their brand loyalty, companies must prioritize total transparency for how AI and human counterparts work together to improve customer satisfaction during peak periods.

“AI has the power to mitigate customer service frustrations, but it’s the human touch that makes the difference. By using AI to automate transactional and routine tasks, human agents can free up time to focus on more complex issues that require critical thinking and sensitivity,” said Niki Hall, Chief Marketing Officer for Five9, in a statement. “As consumer demand and expectations increase this season, brands must prioritize transparency and empathy to build enduring trust and loyalty with consumers.”