According to a recent Five9 survey, nearly 60% of Gen Z consumers value the speed and efficiency of AI-driven customer service but still prioritise human support for more complex issues. This shows a paradox: while this tech-savvy generation embraces the convenience of AI, they also expect the empathy and problem-solving abilities only humans can offer.

“Gen Z are natural ‘prompt engineers’. They know how to interact with AI to get the information they need, but they’re also keenly aware of its limitations. When it comes to complex issues or sensitive information, they still crave the empathy and problem-solving abilities of a human customer service representative. AI presents a powerful opportunity for brands to enhance customer service, but strategic implementation is key to achieving maximum impact and ROI,” says Niki Hall, chief marketing officer, Five9.

Gen Z’s reliance on AI for quick resolutions is apparent, with 46% favouring AI for simple tasks and 47% for basic queries. In addition, over 40% of respondents couldn’t tell the difference between human and AI interactions in chatbots, emails, or texts, underscoring the technology’s sophistication. However, trust issues persist; 47% find AI less trustworthy and 36% less reliable than human representatives.

As Mimi Allen, 21, explains, “I shop online because it’s convenient, but if it takes hours or feels overly complicated, I’ll stop using the brand. A smooth customer service experience is a must.” For Gen Z, brand loyalty hinges on seamless, hassle-free service.

These expectations extend to specific scenarios. For instance, 86% of respondents prefer human representatives for billing inquiries, 88% for high-value purchases, and 77% for processing returns. These areas demand emotional intelligence and nuanced decision-making—capabilities that AI hasn’t yet mastered.

Retail giants like Sephora, Nordstrom, and Apple are winning Gen Z’s loyalty by offering AI solutions and great human support. Similarly, airlines like Delta and Singapore Airlines are soaring in the CX space by meeting this generation’s dual expectations.

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