Five9, a leader in Intelligent CX, has published a new survey exploring consumer attitudes toward AI in customer experience (CX). The survey results show a strong consumer preference for human interaction in customer service, especially during high-demand seasons like holidays. As businesses leverage AI to streamline CX, transparency and balance between automation and empathy become crucial for customer trust and brand loyalty.

1. Trust in AI-Driven CX Is Still Growing

   • Despite the integration of AI in customer service, 48% of consumers distrust information provided by AI customer service bots, with 56% expressing frustration over AI-driven chatbots.
   • 84% of consumers are aware of AI's role in CX, yet the preference for human interaction remains across all generations.

2. Younger Generations Are More Open to AI

   • Gen Z and Millennials are more comfortable with AI in CX than older generations, with 63% of Gen Z and 60% of Millennials trusting information from AI-powered customer service bots.
   • Gen Z is also less likely to prefer human interaction for support (66%) compared to Gen X (76%) and Baby Boomers (86%).

3. Holiday and High-Demand CX Expectations

   • During holiday shopping, 48% of consumers prioritize fast delivery, while 47% value product availability. This heightened demand also extends to sectors like healthcare and travel, where appointment and service availability top consumers' needs.
   • Poor customer experience during peak periods directly impacts brand loyalty, with 72% of older generations associating poor CX with decreased loyalty.

The Role of AI and Human Support in CX
AI has the potential to streamline routine tasks, allowing human agents to focus on more complex issues requiring empathy. According to Niki Hall, CMO at Five9, AI in CX can reduce friction, but empathy and transparency remain key to building long-term trust.

Implications for Businesses
As demand grows, brands must strategically balance AI’s efficiency with the human touch that consumers value. By fostering transparency around AI's role and maintaining empathetic support, brands can enhance customer satisfaction and loyalty.

Five9’s survey highlights a vital takeaway for businesses: consumers value the combination of AI-driven efficiency with the reliability of human support. For brands, the path forward lies in transparently integrating AI to complement, not replace, the human touch in CX.