Sample: 1,000 Spanish adults (18+) Calm and focused: Impatient and frustrated: Rushed or in a hurry for an answer: Confident and in control: Confused or uncertain: Tired: Upset: Person AI chatbot Voice assistant Social media Self-service No preference or wouldn’t contact the business Country Profile: Spain 70% How moods influence consumer channel choice of consumers who say they prefer in person, except when tired or rushed or in a hurry for an answer of consumers see the importance of a good chatbot service of consumers see barriers when using each type of channel When consumers expect AI chatbots to pick up on and adapt to their mood Top factors that make consumers think they’re speaking to AI servicenow.com Source: ServiceNow Consumer Voice Report 2025 29% 75% At least At least 86% 4% 4 12 2 74% 4% 7 7 3 3 72% 5% 6 8 4 3 85% 3% 3 2 2 3 71% 5% 10 6 3 2 80% 3% 7 4 2 2 74% 5% 7 7 3 2 39% Expect it now In the next six months 13% In the next 12 months 8% In the future but longer than 12 months 8% Never 32% Repetitive or scripted responses 62% Failure to understand emotional cues 57% Limited understanding of context 53% Top activities consumers trust AI chatbots with The activities consumers would never trust AI chatbots with What consumers say about the effectiveness of AI chatbots Sample: 1,000 Spanish adults (18+)Country Profile: Spain Source: ServiceNow Consumer Voice Report 2025servicenow.com Tracking a lost or delayed package 16% Scheduling a car service 15% Requesting support or a refund for a faulty product 12% Troubleshooting a home internet connectivity issue 11% Resolving issues with home or phone bills 12% Have not met expectations 66% Are in line with expectations 26% Have surpassed expectations 8% 93% of consumers report experiencing barriers when using an AI chatbot. The top reasons they avoid them include: Top barriers to consumers using AI chatbots for customer service They feel impersonal or unengaging 12% They struggle with complex tasks 11% Not trusting the accuracy of responses 16% They feel emotionally disconnected 15% They make errors 10% Disputing a suspicious transaction 34% Closing a bank account after the death of a loved one 34% Providing medical information 32% Replacing a lost or stolen passport 32% Cancelling services or closing down accounts 29%