These AI Agents can understand natural language, provide instant responses, and even mimic human-like conversation. For businesses, the appeal is clear: reduced costs, 24/7 availability, and the ability to handle large volumes of inquiries without increasing headcount.
Yet, despite these advancements, a familiar frustration persists among customers: "I just want to speak to a human!" While AI-powered agents can handle simple requests, many consumers still prefer the reassurance, empathy, and problem-solving abilities of a real person—especially when dealing with complex or sensitive issues. Research suggests that 75% of customers would rather interact with a human agent when seeking support. Even when AI provides fast responses, it often lacks the emotional intelligence that builds trust and loyalty.
However, businesses are increasingly automating customer service. Gartner predicts that by 2029, 80% of customer service interactions will be resolved without human intervention.
But is that what customers truly want? And what happens when automation goes too far?
Why customers still prefer human support (despite the AI boom)
AI-driven customer service solutions have made support more accessible and efficient than ever before. Chatbots and voice assistants can provide instant answers, process payments, and guide customers through troubleshooting steps. But speed alone isn’t enough. Studies show that customers still overwhelmingly prefer talking to a real person.
One of the key reasons for this is empathy and emotional intelligence. AI can process data, but it struggles to understand human emotions. When customers are frustrated or anxious, they want someone who listens and adapts to their needs. Research from Harvard Business School reveals that eliminating human contact in stressful situations makes customers less satisfied, even when their issues are resolved correctly.
Additionally, complex problem-solving remains an area where AI falls short. While AI excels at handling routine inquiries, it struggles with complex cases requiring creativity, negotiation, or critical thinking. Human agents can go beyond scripted responses and provide tailored solutions. Moreover, trust plays a major role in customer interactions. A real person can pick up on tone, context, and subtle cues, adjusting their responses accordingly—something AI still struggles to replicate effectively.
Perhaps one of the biggest frustrations customers face is the customer service doom loop—where AI systems continuously redirect users without providing real answers. Many customers report getting stuck in an endless cycle of automated replies, chatbots, and IVRs (Interactive Voice Response) with no clear way to reach a human agent. This frustration not only wastes time but also damages brand loyalty.
Doom Loops: Will the ‘Right to speak to a human’ become law?
Customer service doom loops have become so prevalent that governments are beginning to take action. Before the most recent election, the Biden-Harris administration introduced the “Time Is Money” initiative to prevent companies from forcing customers through endless AI-driven support loops. That plan included regulations requiring businesses to provide a clear “Talk to a Human” option and limit chatbot reliance for complex issues.
Similarly, the European Union is expected to introduce legislation by 2028 mandating a “Right to Speak to a Human” in customer service interactions. This shift could require businesses to rethink their automation strategies, ensuring they provide a clear path for human escalation instead of hiding behind AI systems. Companies that adapt early will have a competitive advantage, improving customer trust and staying ahead of compliance requirements.
How businesses can humanise customer service (without losing efficiency)
Customers expect fast, seamless service, but they also crave human connection. A truly human-centered customer experience blends technology with empathy, ensuring AI supports—rather than replaces—real human interactions. Here’s how businesses can make customer service feel more human:
First, adopting a customer-first mindset is essential. Companies that prioritize customer needs see better results, with three out of four consumers saying they spend more with businesses that offer great experiences. Gathering customer feedback, proactively addressing issues, and ensuring internal teams act on insights can make a significant difference.
Second, personalization at scale is key. Smart routing systems can direct customers to the right agent based on expertise, sentiment analysis, and past interactions, reducing frustration and improving resolution times. AI-driven insights can also help agents anticipate customer needs and offer proactive solutions.
Training agents in soft skills and emotional intelligence remains crucial. The best customer service interactions aren’t just about solving problems—they’re about how customers feel during and after the experience. Active listening, clear communication, and adaptability can transform routine interactions into meaningful brand experiences.
Reducing customer effort also plays a major role in improving satisfaction. A seamless customer journey—where AI agents handle initial inquiries and smoothly transition customers to a live video call with a real support expert—ensures efficiency without sacrificing the human touch. Businesses should also make sure that a “Talk to a Human” option is easy to access, rather than burying it within menus or chatbot interactions. ING increased business loan conversions by 33% after introducing video calls as a customer service option.
Finally, AI should be seen as a support tool, not a replacement for human service. The most successful companies use AI to handle repetitive tasks while reserving human agents for complex, high-value interactions. AI can automate FAQs, process routine transactions, and analyze sentiment, but real humans are essential for building trust, offering empathy, and resolving nuanced customer issues.
The future of customer service: AI-enhanced, human-led
As AI and automation continue to evolve, businesses face a crucial decision: prioritise efficiency at the expense of human connection, or use AI to enhance—not replace—real customer interactions. Companies that embrace a balanced approach will win in the long run, creating customer experiences that are both efficient and deeply human.
Even companies that once prioritised AI over human agents are now rethinking their strategies. Klarna, for instance, replaced 700 customer service jobs with AI, only for CEO Sebastian Siemiatkowski to admit months later that “nothing will be as valuable as humans.” The businesses that recognise this truth early—integrating AI in ways that support human interaction—will be the ones that thrive in the future of customer service.
Charles Kergaravat is CMO at Apizee.
