While AI-powered agents can be effective customer support tools, some consumers say being able to talk to a human — faster — could improve their customer experience at your business.

That’s what a recent study by the Qualtrics XM Institute found -- half of the consumers polled said their top concern about AI self service is not being able to reach a human. 

Generally, the report indicates that customer experience quality is improving across a range of measures, including satisfaction and the likelihood to trust a company or brand. But when it came to AI-powered customer support, the customer experience fell short, the study says.

Nearly 1 in 5 consumers said they receive zero benefit from AI customer support, according to the survey of 20,000 consumers in 14 countries.

Consumers ranked AI applications for customer service, such as virtual agents, among the worst for convenience, time savings, and usefulness, the Qualtrics XM Institute said in an October press release about its 2026 Consumer Experience Trends Report.

AI Customer Experience Is Evolving

The disconnect between AI and customer support for some consumers makes some sense, explains customer experience coach, author and speaker Dan Gingiss in a Forbes post.

Afterall, he says, the AI customer experience is a perpetual work in progress.

“Clearly, the possibilities of AI are truly endless, including for customer experience, but it is used best when it complements human service rather than replacing it,” writes Gingiss.

While there are advantages to using AI tools for customer support, companies often use AI to solve their problems, such as saving on customer service costs, instead of a focus on solving their customers’ problems, he says.

Gingess advises businesses to look at AI customer support from another perspective, echoing an approach recommended by Qualtrics XM Institute’s Isabelle Zdatny, head of thought leadership and author of the report.

Use AI-powered agents to handle simple transaction, customer experience requests, she said in a press release, then let AI arm human agents with complete history, predicted needs and suggested solutions for the complex issues.

“In other words,” writes Gingiss, “let AI help the humans work better.”

Customer Experience: Trust and Loyalty

AI technology is certainly being used at businesses to improve efficiency. But when it comes to building trust and inspiring loyalty with customers, person-to-person relationships create lasting market differentiation, according to consumer research.

More than 4 in 5 consumers told a survey by digital services company Ricoh they are more likely to stay loyal to companies that prioritize human customer service over automated or self-service options alone.

Most consumers (94 percent) told the poll that companies that actively invest in building authentic human connection with employees and customers alike will have a long-term competitive advantage.

Consumers ranked consistent products and services as the top driver of trust for a company, with 59 percent of consumers citing it.

“Brands must move forward, dig in, adapt to changes in technology and customer taste, do their best to keep up – and make customer experience a permanent top priority across all areas of business,” says Gingiss in the Forbes article.

The Pros: AI Is Transforming Customer Support

Using AI in customer service has many benefits for small businesses, including the ability to provide faster response times and 24/7 support.

“AI in customer service is transforming how businesses interact with their customers, enabling faster, more accurate, and deeply personalized support,” explains a post by SalesForce on the company’s website.

“This human-like touch builds empathy and makes customers feel heard and valued. And that matters.”

AI customer service tools for businesses include AI agents, which can manage a wide range of tasks, from routine inquiries to complex problems, across various customer service channels. 

Using AI in customer service has shown to improve efficiency by handling repetitive inquiries, allowing customer service reps to focus on higher-value tasks. 

“AI in customer service enables companies to meet rising customer demands and expectations with fewer resources,” according to SalesForce, a software company that provides customer relationship management (CRM) services.

 “The productivity boost from AI not only improves service rep efficiency but also helps businesses build stronger, more loyal customer relationships in today's fast-paced digital world.”

For more info about using AI tools at your small business, see these ideas on How AI Can Save You Time and Stress.