New data from 8x8 reveals that while UK customers overwhelmingly prefer to speak to human agents for customer service, financial incentives could drive many to opt for artificial intelligence solutions instead.
The latest 8x8 Streetview survey found that 83% of respondents in the United Kingdom would rather deal with a human than with a virtual agent or chatbot, with only 4% stating a preference for AI. This trend remains strong across the regions and age groups, but with some notable exceptions.
Regional and demographic variation
No region in the UK scored below 76% when it came to preference for human interaction for urgent customer service issues. Scotland and Wales were among the most strongly pro-human, with 90% support for speaking to a person, while Northern Ireland showed the highest support for virtual agents at nearly 11%.
Younger age groups appear slightly more open to automation, with 7% of 16-24 year olds preferring AI assistance and 17% expressing no preference either way. The shift toward AI became marginally stronger for non-urgent issues, increasing support by a few percentage points.
Price as a motivator
When presented with the possibility of cost savings, customer attitudes shifted. Over one third of respondents said they would choose AI-powered customer service if it meant lower prices. Men were slightly more likely than women to consider switching, with 34% of men versus 28% of women open to the idea.
There are also regional differences in price sensitivity. Londoners were the most receptive to AI if it brought financial benefit, with 45% prepared to accept automated interactions for lower costs. Residents of Newcastle and Wales followed, at 39% and 36% respectively. Scottish respondents were the least motivated by discounts, with only 20% indicating that lower prices would affect their preference.
Personalised voice technology
The survey also explored consumer views on the use of personalised replica voices in customer service, building on earlier research suggesting that more than half of respondents would pay extra to hear a celebrity's cloned voice. When asked about listening to the voice of a relative rather than a generic AI, 43% were opposed, compared with 28% in favour. The idea was most favourably received among 25-34 year olds, 48% of whom liked the concept, and least popular among those aged 55 and above, with only 12% in favour.
Views on AI in practice
"Customers still value a human touch - but they're also pragmatic," said Chris Angus, Vice President for CPaaS and CX Expansion at 8x8. "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 centers 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."
The results indicate that while customers may be open to adopting artificial intelligence in customer service, the preference for speaking with a real person still dominates, especially for urgent or sensitive issues. Public concerns about wait times remain prevalent, as 8x8's previous research highlighted, with calls for penalties for organisations that keep users waiting too long, particularly in the public sector.
The integration of AI in customer support was described as a means to enhance rather than replace the human experience. The 8x8 platform incorporates unified communications, contact centre and CPaaS capabilities with AI-based tools such as real-time assistance, workflow automation and analytics to streamline operations and support both agents and customers.
The findings from this year's 8x8 Streetview survey reflect an ongoing negotiation between technology and human connection in the delivery of customer service. AI adoption is influenced by clear practical benefits, particularly financial ones, though most customers still prefer to rely on human agents for high-stakes or immediate queries.
