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AI Everywhere. But Did Anyone Ask the Customer?

Everywhere you look, companies are racing to implement artificial intelligence. Customer service chatbots, predictive analytics, automated recommendations, AI-driven hiring tools - the list grows by the day.


For many organisations, adopting AI feels like a mark of innovation, efficiency, and competitiveness.


But here’s the critical question. How many companies are asking their customers if this is what they actually want?


The AI gold rush has created a wave of experimentation, but not all of it translates into better experiences. Customers may appreciate faster responses, smarter insights, or personalisation. But they may also feel frustrated when they can’t reach a human being, sceptical when algorithms seem invasive, or even alienated when a brand feels less human.


The reality is, AI adoption without customer validation risks solving the wrong problems.


Instead of assuming that automation equals improvement, companies should:


➡️ Ask first, implement second - gather customer feedback on what parts of the journey they’d welcome AI support in.


➡️ Balance AI with humanity - ensure there are clear pathways back to human interaction.


➡️ Measure satisfaction, not just efficiency - a chatbot that saves costs but drives customers away is not a success.


➡️ Build trust - transparency about how AI is used matters more than many leaders realise.


AI has immense potential, but its value is unlocked only when it aligns with what customers truly want and need. Otherwise, we risk building shiny solutions for problems no one asked us to solve.


The latest research makes this clear.


Customers don’t hate AI - but they want it on their terms.


Here’s what the data tells us.


1. Customers still prefer human support


A 2025 Kinsta survey found that 93% of consumers prefer human over AI for customer service, and 88% believe companies should always provide a human option. Even more telling - 71% say AI struggles with complex issues, and 78% trust humans to resolve problems faster and more accurately.


Similarly, a Five9 study (Oct 2024) showed that 75% of consumers prefer talking to a real person when they need help.


Customers don’t mind AI for quick tasks - but they expect a clear path back to a human.

2. Trust in AI remains fragile



Forbes (Apr 2025) found that 51% of customers have received incorrect info from AI bots, while 86% believe AI service should always include a human fallback.


Trust is built on transparency, accuracy, and giving customers control.

3. Personalisation works - when it feels human


Zendesk’s 2025 CX Trends report found 61% of customers expect personalised service from AI, but 64% only trust AI more when it feels empathetic and friendly.


And the stakes are high - 63% say they’d switch brands after just one poor AI-driven experience.


AI should enhance personalisation without crossing into intrusion.

4. Global differences matter


A University of Melbourne & KPMG survey (Nov 2024–Jan 2025) revealed that two-thirds of consumers in emerging economies trust AI, compared with just two-fifths in advanced economies.



AI adoption strategies must reflect cultural and regional trust levels. What works in one market may backfire in another.

So, what do customers actually want from AI?


✅ Speed on simple tasks (tracking orders, FAQs)


✅ A human option when things get complex


✅ Transparency and control (knowing when they’re speaking to AI vs a human)


✅ Personalisation with empathy


✅ Cultural sensitivity to trust levels in different markets


The race to adopt AI isn’t slowing down.


But the winners won’t be those who deploy AI the fastest - they’ll be the ones who listen to their customers, balance AI with humanity, and build trust at every step.

 
 
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