CX Hot Topics Research
An Execs In The Know Report Series
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As AI-powered solutions continue becoming more deeply embedded into the customer care experience, organizations are facing a critical challenge: understanding where automation enhances the experience and where consumers still expect (and often prefer) human support.
This report explores how consumers evaluate live customer care agents versus AI-powered virtual assistants across a variety of customer care scenarios. Drawing on fresh quantitative consumer research, the findings examine how perceptions shift based on issue complexity, the importance consumers place on specific agent soft skills, and where AI is currently meeting consumer expectations. Ultimately, the findings in this report reinforce that the future of CX is not about choosing between AI and humans, but about orchestrating both effectively. Consumers are increasingly willing to engage with AI for speed and convenience, while still turning to live agents for reassurance, nuanced judgment, and effective resolution during more complex moments. For CX leaders, the opportunity lies in designing intentional journeys that balance efficiency with trust. Key Insights:
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