8×8 Report Reveals UK Customers Prefer Humans

New research from 8×8, Inc. shows that UK consumers continue to prefer speaking with human agents, though AI usage rises when financial incentives are offered.

The 8×8 Streetview survey found that 83% of respondents favour human support, with only 4% preferring virtual agents or chatbots.

Preference for human interaction remained high across all regions, with Scotland and Wales at 90%, and Northern Ireland showing the highest AI acceptance at 11%.

“Customers still value a human touch – but they’re also pragmatic,” said Chris Angus, Vice President for CPaaS and CX Expansion at 8×8, Inc.

“People will choose AI if it saves them time or money. That’s why our approach isn’t about replacing agents, but rather empowering them.

The best contact centres today are using AI as a teammate, not as a substitute, helping humans work smarter. That’s the balance that customers expect, and it’s where the most successful CX strategies are headed.”

For non-urgent matters, support for AI increased slightly. When AI interactions were tied to cost savings, over 30% of respondents said they would be more likely to use automated support, with Londoners showing the strongest response at 45%. Men were slightly more receptive than women (34% vs. 28%).

The survey also explored personalized AI voices, such as using a relative’s voice for customer interactions.

Opinion was divided: 43% opposed the idea, 28% supported it, and the concept was most popular among 25–34-year-olds (48%).

Author: Robyn Coppell

Reviewed by: Jo Robinson