42% believe AI and ChatGPT can handle complex customer service inquiries as effectively as humans.
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Ten years ago, only the most technologically advanced companies used AI—although it barely resembled what companies use today when communicating with customers—and it was very, very expensive. But not anymore. Today, any company can implement an AI strategy using ChatGPT-type technologies, often creating experiences that give customers what they want. But not always, which is why the information below is important.
The 2025 Findings
My annual customer service and CX research study surveys more than 1,000 U.S. consumers weighted to the population’s demographics of age, gender, ethnicity and geography. It included an entire group of questions focused on how customers react to and accept (or don’t accept) AI options to ask questions, resolve problems and communicate with a company or brand. Consider the following findings:
AI Success: Half of U.S. customers (50%) said they have successfully resolved a customer service issue using AI or ChatGPT-type technologies without needing human assistance. In 2024, only three out of 10 customers (32%) did so. That’s great news, but it’s important to point out that age makes a difference. Six out of 10 Gen-Z customers (61%) successfully used AI support versus just 32% of Boomers.
AI Is Far From Perfect: Half of U.S. customers (51%) said they received incorrect information from an AI self-service bot. Even with incredible improvement in AI’s capabilities, it still serves up wrong information. That destroys trust, not only in the company but also in the technology as a whole. A few bad answers and customers will be reluctant, at least in the near term, to choose self-service over the traditional mode of communication, the phone.
Still, Customers Believe: Four out of 10 customers (42%) believe AI and ChatGPT can handle complex customer service inquiries as effectively as humans. Even with the mistakes, customers believe AI solutions work. However, 86% of customers think companies using AI should always provide an option to speak or text with a real person.
The Phone Still Rules: It’s still too early to throw away phone support. My prediction is that it will be years, if ever, that human-to-human interactions completely disappear, which was proven when we asked, “When you have a problem or issue with a company, which solution do you prefer to use: phone or digital self-service?” The answer is that 68% of customers will still choose the phone over digital self-service. That number is highly influenced by the 82% of Baby Boomers who choose to call a company over any other type of digital support.
The Future Looks Strong For AI Customer Support: Six out of 10 customers (63%) expect AI-fueled technologies to become the primary mode of customer support. We asked the same question in 2021, and only 21% of customers felt this way.
The Strategy Behind Using AI For CX
Age Matters: As you can see from some of the above findings, there is a big generational gap between younger and older customers. Gen-Z customers are more comfortable, have had more success, and want more digital/AI interactions compared to older customers. Know your customer demographics and provide the appropriate support and communication options based on their age. Recognize you may need to provide different support options if your customer base is “everyone.”
Trust Is a Factor: Seven out of 10 customers (70%) have concerns about privacy and security when interacting with AI. Once again, age makes a difference. Trust and confidence with AI consistently decrease with age.
The Future of AI
As AI continues to evolve, especially in the customer service and experience world, companies and brands must find a balance between technology and the human touch. While customers are becoming more comfortable and finding success with AI, we can’t become so enamored with it that we abandon what many of our customers expect. The future of AI isn’t a choice between technology and humans. It’s about creating a blended experience that plays to the technology’s strengths and still gives customers the choice.
Furthermore, if every business had a 100% digital experience, what would be a competitive differentiator? Unless you are the only company that sells a specific product, everything becomes a commodity. Again, I emphasize that there must be a balance. I’ll close with something I’ve written before, but bears repeating: