How do UK customers feel about AI?

AI in customer experience (CX) is widespread: According to a survey by Capterra, 46% of customer service workers in the UK report that their company uses AI-enhanced customer service software. But how do consumers feel about AI?

As organisations upgrade their support offerings, it’s vital they align with consumer preferences. Businesses that fail to do so risk damaging customer relationships and depleting brand loyalty.

The ServiceNow Consumer Voice Report 2025, created in partnership with Opinium, explores consumer perceptions of AI in customer service.

Let’s unpack how UK customers feel about AI and how organisations can build stronger customer relationships through human and AI collaboration.

Customers want emotionally intelligent AI services

Consumers don’t always feel the benefits of AI in CX. Of the 2,000 UK consumers we surveyed, 68% say AI chatbots haven’t met their expectations in the last five years. A quarter of consumers say chatbots are in line with their expectations, while just 5% say they’re more effective than expected.

The lack of emotional intelligence in AI is widely recognised: 69% of consumers consider “failure to understand emotional cues” a clear indication they’re talking to AI, while just 16% associate this weakness with human agents.

Nearly one-third (29%) of UK customers expect AI to be able to pick up and adapt to their moods now. And 27% expect it to have this ability in the future.

They prefer to use AI for low-stakes tasks

Our research reveals a trust gap in how consumers think about AI. While some UK consumers would let AI handle low-stakes activities, respondents typically want the support of a human agent for higher-stakes or more emotionally charged scenarios.

For example, 15% of respondents would trust an AI to track a lost or delayed package, and 13% would let it troubleshoot an internet connectivity issue. In contrast, just 3% would trust AI to close a bank account after a loved one’s death.

In fact, many UK consumers say they would never trust AI to handle certain high-stakes tasks, such as disputing a suspicious transaction with their bank (45%) or retrieving medical information (42%).

High-quality execution is critical

Businesses today use customer relationship management (CRM) systems that offer customers multiple ways to contact customer service, including AI chatbots and phone calls and emails with human agents.

In contrast to last year’s research, which found that UK and Ireland customers wanted a combination of tech and human-led services, this year’s shows a clear preference. A quarter of UK consumers favour a phone call with a human, except when they’re tired. Then they opt for email customer service. email customer service.

With 54% of consumers seeing the value of AI in CX, businesses should offer a variety of ways to connect.

At least six in 10 UK consumers experience barriers with each method of communication. Across every touchpoint, 94% of consumers want fast response times, easy problem resolution, and accurate solutions to their issues.

The critical next step for businesses is to distinguish between scenarios where consumers want to interact directly with AI and where the technology can support human agents in the background. Organisations that strategically combine the best of tech and human-led customer service can make CX a competitive advantage.

Explore more UK customer insights in our Consumer Voice Report 2025.