AI vs. Human Support: Bridging the Gap in Customer Experience

Stephanie Bannos-Ryback, EVP & Customer Experience Service Line Leader, Ipsos

While Gen AI holds promising potential to enhance virtual assistants, a recent Ipsos study indicates that a significant segment of consumers (39%) still believe human support is superior. Additionally, many consumers that are interacting with virtual assistant while shopping are doing so to contact a human associate (33%). This apprehension underscores a crucial opportunity for brands to foster trust through transparency and thoughtful design.

When it comes to virtual assistants, consumer preference regarding the personality of AI is currently divided. While 29% of consumers prefer a clearly robotic interaction, a slightly smaller group (25%) favor a human-like personality. The largest segment (45%) remains undecided, highlighting a key opportunity for brands. Retailers can leverage this openness by strategically crafting the persona of their AI assistants to shape consumer perceptions and build trust with their brand.

Transparency is a critical element of building trust, with 73% of consumers deeming transparency around AI usage as “very” or “extremely” important in ecommerce environments. By embracing transparency and thoughtfully designing AI interactions, brands can foster trust and pave the way for positive AI-powered customer experiences.

Ipsos can help brands design and implement virtual assistants that resonate with your target audience, build trust, and deliver exceptional customer experiences. Contact us to learn more about this study and how we can help you navigate the evolving landscape of AI-powered customer experience.