Consumers have spoken: 3 findings on AI in CX
Customer relationships are built on interactions. As organisations race to implement AI in customer experience (CX), they’re at an inflection point. They can create strong and enduring relationships if customers enjoy AI support services. But if customers dislike these services, hard-earned brand loyalty is at risk.
This is why it’s critical to understand consumer preferences in CX. The latest ServiceNow Consumer Voice Report, created in partnership with Opinium, unpacks what consumers think about AI in CX. Six in 10 consumers see the value of a good AI chatbot service, but 92% experience challenges when using one.
Let’s look at three key findings in Europe, the Middle East, and Africa (EMEA).
1. Emotionally intelligent AI is the future
Despite widespread investment in generative AI (GenAI), consumers don’t always feel its benefits. According to our research, 67% of EMEA consumers think AI chatbots haven’t met expectations in the past five years. They cite several shortcomings, including “failure to understand emotional cues,” which 59% consider a telltale sign they’re talking to AI and not a person.
Consumers are optimistic about the role of AI in CX—they just want it to become smarter. Seven in 10 think AI will eventually be able to understand their intentions and emotional states, and 63% think it will happen in the next year.
Businesses that implement high-quality AI services that can recognise and adapt to consumer moods will be poised to build stronger relationships.
2. AI is most trusted for low-stakes tasks
Many organisations have rushed to deliver AI services. Consumers have also become accustomed to using the technology for tasks in their work and personal lives. But which use cases do they find the most valuable?
Our research suggests that consumers prefer to use AI for routine, low-stakes tasks, such as tracking packages (14%) and scheduling a car service (13%).
On the other hand, consumers want to work with a human for emotionally charged or high-stakes tasks. Fewer EMEA consumers trust AI to close a bank account following a loved one’s death (5%), for example, or dispute a suspicious bank transaction (6%).
This demonstrates what we call the “AI trust gap”—where people are happy to use AI for low-stakes tasks but avoid it when mistakes in execution could cause larger problems.
To prevent frustration, businesses must focus on building trust and implementing customer-facing AI services only where consumers indicate they’re happy to work with the technology.
3. Consumers want human- and AI-led channels
Consumers don’t want to interact with AI in every single customer service scenario. Fortunately, with more ways than ever to connect with CX agents—both live and AI-based—customers often have a choice in how they reach out.
We asked how their emotional state affects their selection of channel and found that mood doesn’t generally influence the decision. At least 28% of consumers say they always prefer a phone call with a human over other channels, except if they’re tired; then they prefer email.
Consumers show a clear preference for human-led channels, but that doesn’t mean there’s no space for AI. More than half (61%) of EMEA respondents also see the importance of having a good chatbot service, supporting the notion that some scenarios are a better fit for AI-led support than others.
Customers in the Middle East are particularly drawn to chatbot services. Eight in 10 (82%) consumers in Saudi Arabia and 76% in the United Arab Emirates rank chatbot services as important.
To build and maintain brand loyalty, businesses must cater to individual preferences.
Top CX priorities
Across all channels, consumers prioritise a set of five factors above all else in customer service:
- Fast response time: 92%
- Ease of problem resolution: 92%
- Accuracy of the information or solution provided: 92%
- Friendliness and empathy from customer service agents: 91%
- Seamless service: 90%
AI is here to stay. Consumer attitudes tell us that businesses can build stronger customer relationships by implementing smarter, more emotionally intelligent AI services that complement and support human agents.
Gain more insights in our Consumer Voice Report 2025.