53% of consumers still prefer human agents over AI

MASSACHUSETTS, UNITED STATES — A new report from real-time AI coaching firm Cogito revealed that most consumers still prefer human interaction for addressing complex customer service issues despite recent advances in artificial intelligence (AI) and automation.

The research found that 53% of consumers would rather speak to a live agent on the phone when dealing with complicated support questions. In contrast, only 17% said they would opt for a digital self-service channel like live chat.

However, the study also showed consumers are open to human agents being assisted by AI tools in the background. In fact, 46% of those surveyed said they would prefer to talk to a real person who is using AI to enhance the interaction.

Cogito CEO and Co-Founder Josh Feat said, “It’s validating to see consumers agree with this notion — wanting to keep the human touch in the contact center but with the agent using technology to ensure they’re delivering the best service and CX possible.”

With high stakes around customer satisfaction, the report highlighted that 76% of consumers said a negative service experience would make them less likely to choose that brand again in the future.

So, while AI and automation provide efficiency gains, brands still need to focus on the human element of customer service. The ideal approach is to combine AI capabilities with empathetic human agents who can build rapport and trust.

“We are increasingly learning from our customers that 2024 will be about consolidating costs and driving revenue. The first effort to do so is to augment, rather than replace, the agent’s role by integrating AI into existing workflows,” Feast added.

Cogito’s new report was done with the help of market research firm Dynata. Around 1,000 American adults participated in the survey, which was done at the start of December 2023.