UK Customers Still Prefer Human Agents – Unless Automation Cuts Costs

UK Customers Still Prefer Human Agents – Unless Automation Cuts Costs

New research by 8x8 reveals that UK consumers overwhelmingly favour human interaction in customer service, even as automated AI solutions gain traction. According to the company’s latest “Streetview” survey, 83% of respondents prefer speaking to a real person, while only 4% opted for a virtual agent or chatbot. Support for human-led service is strong across all UK regions, with Scotland and Wales each reporting around 90% preference for human agents. The region with the highest openness to chatbots was Northern Ireland, at approximately 11%. Interestingly, the willingness to engage with AI rises when it delivers cost savings. The survey found that more than 30% of consumers would choose AI-driven service if it meant lower prices. Londoners were especially responsive: 45% said a price reduction would make them more likely to accept automated support. 8x8’s vice-president of CPaaS and CX Expansion commented:

“Customers still value a human touch — but they’re also pragmatic. People will choose AI if it saves them time or money.” Telecom Reseller

For businesses looking to strike the right balance, the message is clear:

• Prioritise live-agent interaction in situations of urgency or complexity.

• Deploy AI-powered automation where it genuinely reduces cost or turnaround time — and be transparent about the trade-offs.

• Make the path to a human agent easy and seamless; outsourcing everything to a bot risks undermining trust and customer satisfaction.

In the evolving world of CX, the winning strategy is human-first, AI-enhanced.