According to a recent Vonage report, 70% of consumers believe artificial intelligence (AI) has improved self-service customer support, while 60% believe it has made interactions with brands more efficient. Over half (51%) appreciate AI’s ability to personalise support based on previous interactions, and 50% credit AI with speeding up live agent support.

Regardless of these advancements, live agent support remains crucial for many consumers. As many as 85% of respondents said that having the option to speak with a human agent is vital during support interactions.

“The key for brand success lies in the ability to harness the power of AI without losing the all important human touch. Businesses that master this delicate balance will be well-positioned to stand out among competitors and drive stronger customer relationships and long-term loyalty,” said Joy Corso, Chief Marketing Officer at Vonage.

Consumers are most comfortable using AI for support via website chat (87%) and mobile apps (72%), while only 33% are at ease interacting with AI during voice calls. Transparency plays a significant role in this relationship, with 91% of respondents expecting companies to disclose when AI is used.

In addition, while AI usage does not negatively affect trust for most (54%), a smaller segment (12%) sees it as a trust enhancer, showing the technology’s potential to improve the customer experience for those open to its use.

The level of comfort with AI also varies by industry. The gaming (80%) and retail (75%) sectors lead in customer acceptance of AI-driven self-service, while healthcare (18%) and banking (25%) lag, highlighting a gap in trust for industries handling sensitive data.

With consumer expectations evolving, businesses prioritising transparency, efficiency, and a human-centric approach to AI will be best positioned for long-term success.

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