New Research Shows Majority of Brits Still Prefer Human Interaction Despite Rise in AI Technology
New research commissioned by Answer4u and conducted by YouGov has revealed a significant gap between the rapid adoption of AI in customer service and consumer preferences, with 90% of UK adults saying they still prefer speaking to a real person when contacting a business.
The research, which surveyed 2,046 UK adults, found that almost three quarters (74%) strongly prefer interacting with a real person, while just 2% said they would rather communicate with an AI-powered system, such as a chatbot, virtual assistant or automated phone service.
The findings come as businesses across the UK continue to invest heavily in AI-powered customer service technologies designed to improve efficiency, increase availability and manage rising customer demand.
However, despite the rapid growth of AI in customer service, human interaction remains the clear preference for the majority of UK adults.
Older consumers are particularly strong advocates for human interaction. Among those aged 55 and over, 95% expressed a preference for speaking to a real person when contacting a business.
Mark Menhennet, Co-Founder of Answer4u, believes businesses should not view AI and human interaction as competing solutions. Instead, organisations should focus on matching the right communication channel to the needs of each customer.
“Businesses often assume the conversation is about choosing between AI and people. Our experience tells us it’s a much more practical decision than that,” said Menhennet.
“Customers want quick answers when their enquiry is straightforward, but they also want confidence that a knowledgeable person is available when the conversation becomes more complex.”
While AI has an important role to play in modern customer service, Stuart Wilson, Director of Operations at Answer4u, believes businesses need to carefully consider where automation genuinely improves the customer experience and where human expertise delivers greater value.
“The challenge for businesses isn’t deciding whether to adopt AI, it’s deciding where automation improves the customer experience and where a skilled person still delivers greater value. The most effective customer service strategies are likely to combine both,” said Wilson.
Answer4u’s full research report, AI vs Human Customer Service in 2026, explores the findings in greater detail, including demographic trends, where AI delivers the greatest value, and practical guidance for organisations developing their future customer service strategies.
The report concludes that the future of customer service is unlikely to be defined by AI replacing people. Instead, businesses that successfully balance automation with human expertise are likely to deliver stronger customer experiences and build greater long-term trust.
Research commissioned by Answer4u and conducted by YouGov.
Fieldwork was conducted online among 2,046 UK adults aged 18+, using a nationally representative sample. Fieldwork was undertaken between 5th–8th June 2026.
Answer4u is a UK-based telephone answering and outsourced call centre provider headquartered in Nottingham. Established in 2004, the company has supported more than 12,000 UK businesses and handled over 60 million calls.
Its services include virtual receptionist support, call handling, help desk services and 24/7 contact centre solutions delivered by a UK-based team.
For additional information on Answer4U visit their Website
