TLDR: A new study by Invoca indicates that while consumers are open to integrating AI into their purchasing decisions, they strongly prefer that AI augments, rather than replaces, human interaction. The report highlights a desire for seamless escalation to human support, especially for complex purchases, and a continued reliance on phone calls for assistance.
SANTA BARBARA, Calif. – A recent study by Invoca, a leader in AI-powered revenue execution platforms, has unveiled critical insights into consumer preferences regarding artificial intelligence in the modern buying journey. The “B2C Buyer Experience Report 2025,” released on July 24, 2025, surveyed 1,000 consumers making “high-stakes” purchases across various sectors including automotive, healthcare, financial services, home services, insurance, telecommunications, and travel. The findings underscore a clear message: consumers do not wish for AI to entirely replace human support; instead, they desire a seamless integration where AI enhances human interaction.
The study reveals that 77% of buyers are more inclined to utilize a brand’s AI assistants when they are assured that human support remains readily available. Furthermore, a significant 67% of respondents expressed a preference for human assistance when both AI and human options are equally accessible, particularly for complex purchasing decisions. This highlights the importance of customer experience strategies that prioritize augmenting human support rather than substituting it.
Despite the growing prevalence of AI, the report indicates a strong and even increasing preference for human connection. While 84% of respondents reported interacting with brand-provided AI during major purchase decisions, opinions were nearly split on whether AI improved, worsened, or had no impact on their buying experience. The key differentiator, according to the study, lies in providing consumers with choice and control over when to engage with AI versus human assistance.
Interestingly, the preference for calling businesses for assistance has surged, rising from 32% in 2022 to 44% currently. A substantial 67% of consumers made a phone call to a business during their buying journey, making it the number one preferred channel for seeking help with purchases. This suggests that even with rapid advancements in AI, the human element, particularly through direct communication, remains paramount for consumers.
Peter Isaacson, CMO at Invoca, commented on the findings, stating, “AI has fundamentally changed how consumers research and arrive at purchase decisions. They’re showing up ready to buy, armed with AI-generated insights and competitor comparisons. If you’re responsible for driving revenue at a B2C brand, you’ve seen the shift firsthand. But in high-stakes moments like buying a car or choosing insurance, customer experience can still make or break the sale. It’s not about AI versus humans, it’s about using AI to empower people to connect, convert, and close when it matters most.”
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The report also notes that 41% of respondents are now actively using generative AI platforms such as ChatGPT, Claude, and Gemini to research high-stakes purchases, utilizing them for comparing options, generating questions for salespeople, and clarifying complex topics. This indicates that buyers are leveraging AI to supplement, not replace, their traditional research methods. While efficiency is valued, with 74% preferring AI when it resolves issues faster than a human, the overarching sentiment points to a desire for hybrid experiences that combine the speed of AI with the empathy and trust associated with human interaction.
