CX Hot Topics Research

Consumer Perspectives on Contact Center Agents and Soft Skills: A Comparison Between Live and AI-Powered Agents

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:

  • 68% of consumers rate live agents as “Better” or “Much Better” compared to AI-powered agents when directly comparing the two experiences.
  • 71% of consumers feel neutral or better about AI-powered agents serving as the first point of contact during a customer care interaction.
  • 58% of consumers prefer interacting with a live agent when dealing with a complex customer care issue, while 81% say access to a live agent is important in those situations.
  • Consumers identify “Knowledge/Accuracy” (14%) and “Efficiency/Speed” (13%) as the greatest strengths of AI-powered customer care agents.

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