New Data Shows 75% of Consumers Crave Talking to a Human — How Smart Automation Can Elevate CX, Not Replace It

In a world where consumers are overwhelmed with choices, understanding their preferences has never been more critical. To shed light on consumer perceptions of AI in customer service, we’ve published new data that underscores the enduring importance of the human touch in delivering exceptional customer experiences.

Our research reveals that 75% of consumers still prefer speaking to a real human for customer support, signaling that brands must adopt a blended strategy when it comes to CX. While AI replaces mundane tasks, humans remain a cornerstone of customer satisfaction.

As healthcare open enrollment and the holiday shopping season approach, brands are under increasing pressure to deliver outstanding CX, even during peak periods. Balancing AI-driven efficiency with the personal touch of human agents is crucial, especially since 40% of consumers report that positive CX directly influences their loyalty to a brand.

Transparency is key. Companies must clearly communicate how AI and human agents collaborate to enhance customer satisfaction. By prioritizing transparency and blending both AI and human elements, businesses can ensure seamless and personalized experiences that keep customers coming back.

With this new research, we hope brands gain deeper insight into customer preferences across generations, empowering them to tailor every interaction and meet the evolving demands of modern consumers.

Here are our key findings:

Consumer trust in AI is still experiencing growing pains. 

• 84% of consumers are aware that companies use AI to handle customer service interactions

• Yet nearly half (48%) of consumers say they do not trust information provided by AI bots 

• Consumers still prefer (75%) talking to a real human for customer support, indicating that brands need to invest in a blended strategy for customer service  

Younger generations have a better understanding of AI’s capabilities and nuances.

• 53% of consumers agree online self-service has improved in the last 3 years. This is higher among younger generations, including Gen Z (61%) and Millennials (61%)

• Gen Z is less likely to prefer talking to a real human for customer support (66%) compared to Gen X (76%) and Baby Boomers / the Silent Generation (86%)

• 63% of Gen Zers and 60% of Millennials say they trust information provided by AI bots, with 33% of both groups more likely to say they find AI very helpful and efficient 

Holidays and heightened customer queries go hand-in-hand.

• 48% of consumers say fast shipping / delivery times are most important as they do holiday shopping, followed by product availability (47%)

• Consumers across generations care most about appointment availability (49%) when seeking healthcare services

• When traveling during the holidays, consumers care most about flight or hotel availability (34%) and helpful customer experience with the business (32%) 

To elevate CX, companies need to thoughtfully blend AI and humans when interacting with customers. Focusing on empathy and building genuine connections is key to meeting and exceeding customer expectations. By investing in both AI and empowering employees, companies can build more responsive and effective CX strategies with enduring value.