Despite the rapid growth of artificial intelligence in customer service, UK consumers continue to overwhelmingly favor speaking with human agents, according to new research from 8×8, Inc. The 8×8 Streetview survey revealed that 83% of respondents across the United Kingdom prefer human interaction, while only 4% would rather use a virtual agent or chatbot. This preference remains strong even as AI tools become more sophisticated, underscoring the enduring value of the human touch in customer support.
The survey also highlighted regional and demographic differences. Scotland and Wales showed the strongest preference for human support, with 90% of respondents favoring live agents. Northern Ireland displayed the highest interest in virtual assistants at nearly 11%. Among younger consumers, aged 16-24, 7% preferred AI support and 17% expressed no preference. For non-urgent issues, acceptance of AI increased slightly, indicating that urgency plays a key role in customer preferences.
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Financial incentives, however, can shift attitudes toward AI. When asked if they would be more likely to engage with a company that reduced prices by automating interactions through AI or chatbots, over 30% of respondents said yes. Men were slightly more receptive than women, with 34% versus 28%, and Londoners were the most price-sensitive at 45%, followed by Newcastle at 39% and Wales at 36%. Scotland showed the least change, with only 20% indicating a discount would influence their choice.
The survey also explored reactions to AI-generated personalized voices. While a previous 2024 study suggested more than half of consumers would pay to hear a celebrity’s cloned voice, the concept of hearing a relative’s voice divided opinion. Over 43% opposed it, while 28% were in favor. Support was strongest among 25-34-year-olds at 48% and weakest among those 55 and older at 12%.
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Chris Angus, Vice President for CPaaS and CX Expansion at 8×8, emphasized the importance of combining human and AI capabilities. “Customers still value a human touch – but they’re also pragmatic,” he said. “People will choose AI if it saves them time or money. That’s why our approach isn’t about replacing agents, but rather empowering them. The best contact centers today are using AI as a teammate, not as a substitute, helping humans work smarter. That’s the balance that customers expect, and it’s where the most successful CX strategies are headed.”
8×8’s AI-enhanced platform supports both agents and customers, integrating unified communications, contact center, and CPaaS solutions to create intelligent, seamless customer journeys. From real-time assistance to analytics and workflow automation, AI is deployed to help human agents provide faster, more personalized support while optimizing operational efficiency.
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