October 16, 2025
UK Consumers Resist AI Customer Support Unless It Comes with a Discount
Even though AI is popping up more in customer service, people in the UK still like talking to a real person—unless they can save money. A new study from 8×8 found that most people (83%) in the UK would rather talk to a human, while only a few (4%) like using chatbots.
The study, which is part of 8×8’s Streetview series, shows that people still think humans are better at being clear, understanding feelings, and fixing problems. When it comes to urgent stuff, almost everyone wants a human. In fact, at least 76% of people in every area surveyed said they wanted to talk to a person. Scotland and Wales were the most into it, with 90% preferring humans, while Northern Ireland was the most open to AI, with almost 11% liking it.
Finding the Right Balance
There are certain differences among consumers when it comes to AI preferences. Of those aged 16-24, 7% are good with AI, and 17% don’t really care either way. If it’s not something super important, people are a bit more willing to use AI, so they’re more flexible when it’s not a big deal.
However, if price is involved, things change big time. If using AI meant things would cost less, over a third of those asked said they’d go for it. Men were a bit more likely to say yes than women (34% compared to 28%), and it was different depending on where they lived. London was most into it, with 45% willing to use AI to save money, followed by Newcastle at 39% and Wales at 36%. Scotland was the least interested, with only 20% swayed by cheaper prices.
The study also revealed what people thought about hearing a voice that sounds like a relative during customer service calls. Close to half (43%) didn’t like the thought of hearing a family member’s voice, but 28% were okay with it. Younger people, especially those aged 25-34, were the most open to it (48%), while only 12% of those over 55 liked the idea.
After all, people in the UK still like having a human touch when it comes to customer support, but if they can save some cash, they might be willing to go with AI.
So, for companies trying to use the technology, it’s about finding the right balance between machines and that personal connection with customers. As Joel Neeb, Chief Transformation and Business Operations Officer at 8×8, puts it: “AI is a thought partner, not a thought leader.”
