TLDR: Despite a growing push for automation, recent reports indicate that a significant majority of UK consumers still prefer interacting with human customer service agents over AI-driven solutions. While a notable portion would consider AI for cost savings, the demand for empathetic, human-centric support remains high, posing a challenge for businesses investing in artificial intelligence.
New research from 8×8, Inc. and insights from PPC Land and Mintel highlight a clear trend in the United Kingdom: customers overwhelmingly favor human interaction in customer service, despite the increasing integration of artificial intelligence (AI) and automation. The findings suggest that while AI offers efficiency, it often falls short of meeting consumer expectations for empathy and personalized support.
The latest 8×8 Streetview survey, involving 2,000 UK adults, revealed that a striking 83% of respondents prefer speaking to a real person when seeking customer service. In stark contrast, only 4% expressed a preference for virtual agents or chatbots. This sentiment is echoed by Mintel’s 2025 ‘UK Consumers and AI’ report, which found that 82% of consumers would rather engage with a human representative than an AI chatbot. An earlier Trustpilot study from August 2025 also indicated that 61% of UK consumers prefer human interaction, even if chatbots offer quicker responses.
However, consumer preference is not absolute. The 8×8 survey noted a significant shift when financial incentives were introduced: over 30% of individuals stated they would be more inclined to use an organization that lowered prices by automating customer interactions with AI or chatbots. This price sensitivity varied regionally, with Londoners being the most receptive (45%), followed by Newcastle (39%) and Wales (36%). Scots, however, were less swayed by discounts, with only 20% willing to change their preference for human support.
Demographic differences also emerged. Among 16-24 year olds, 7% preferred AI assistance, and 17% had no preference, suggesting a slightly higher openness to AI among younger generations. Men (34%) were also marginally more favorable towards AI for cost reduction than women (28%). For non-urgent matters, support for AI increased slightly, though human preference still dominated.
Beyond direct interaction, the 8×8 survey explored novel AI applications, finding that more than 43% of respondents were opposed to hearing a relative’s cloned voice in customer interactions, while only 28% were in favor. This indicates a strong emotional boundary regarding AI’s role in personal communication.
The Mintel report further delves into perceptions of AI, noting that 50% of consumers who are aware of AI consider it ‘overhyped,’ compared to just 14% who see it as ‘underhyped.’ Many also view AI as a ‘dangerous’ technology. Despite this, 40% would trust AI to help them learn, suggesting an opportunity for brands to position AI as an enabler for skill development and knowledge enhancement, rather than a direct replacement for human roles.
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Kate Delaney, VP of Marketing at Trustpilot, emphasized the importance of human connection, stating, ‘Our research reveals that UK service standards are inconsistent, with differences in the quality of service being offered across the UK. It’s time for businesses to take note and look to build back trust through human, empathetic and communicative customer service.’ This sentiment underscores the ongoing challenge for businesses to balance technological advancement with the enduring human need for genuine connection and understanding in customer service.
