Eight in 10 consumers will use AI customer service, yet two-thirds prefer a human. The handover gap and Adobe data show the hybrid model retailers must balance.
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Shoppers are willing to use AI for customer service. Eight in 10 consumers said they would. Two-thirds still prefer speaking to a person. That tension runs through new research from customer experience platform Five9.
The company surveyed consumers and businesses globally. It found that 92% of retailers have already put AI into customer service or are piloting it. The gap between what businesses offer and what shoppers expect is widening, the research shows.
A majority of consumers (71%) said it is very or extremely important to know when they are interacting with an AI agent. They also expect to switch from automated support to a human without friction when a problem gets harder.
The handover remains a weak point. Almost all businesses surveyed said they preserve customer context when transferring from AI to a human. Yet 83% of shoppers said they still have to repeat themselves at least some of the time.
The disconnect between business perception and customer reality is wide. Companies may overestimate the seamlessness of their AI handovers. Poor integration or lack of training data could explain why customers end up repeating information. Five9's research suggests this is a critical friction point.
Five9 chief executive Amit Mathradas said successful AI adoption requires making experiences “more relevant, more trusted and more human.” Automation alone is not enough, he said.
AI is already driving traffic to retail sites. Adobe Analytics data from June showed that shoppers referred by AI services generated 41% more revenue per visit than those arriving through traditional channels. Separately, 41% of U.S. consumers said they used generative AI for online shopping in June.
The Adobe data shows the value of AI for product discovery and marketing. Retailers that use AI to recommend products and answer routine questions can capture more revenue per visitor. The challenge comes when the interaction requires judgment or empathy.
The transparency requirement (71% want to know when they are talking to AI) raises broader questions about AI accountability. Companies that disclose AI use may build more trust than those that hide it. The issue is explored in AI Rogue Agents: Who Bears Liability for Breaches.
For retailers, the path forward involves a deliberate split. Use AI to handle high-volume, low-complexity tasks. Keep human agents available for escalations and complex issues. The hybrid model, Five9's data shows, is what consumers expect.
Conversational commerce is gathering pace. Chatbots and AI-powered search are becoming standard on retail websites. Companies that balance automation and human connection may build lasting customer relationships.
The research also points to a competitive dynamic. With 92% of retailers already adopting AI, service quality becomes a differentiator. Those that nail the handover and keep humans in the loop could win repeat business. Those that automate at the expense of customer experience may see churn.
Five9, which provides cloud contact center software, has a commercial interest in promoting the hybrid model. The research should be read in that context. Still, the data points are consistent with other industry surveys showing that consumers value human interaction in service.
The Adobe data reinforces the revenue opportunity. AI-referred shoppers spend more per visit. That suggests AI is effective at qualifying leads and driving high-intent traffic. The risk is that a poor post-purchase service experience could undermine that initial gain. If customers have to repeat themselves after a transfer, they may not come back.
The findings come as retailers invest heavily in AI. The 92% adoption rate indicates that AI is no longer experimental. It is becoming standard. The question is how well it is implemented.
For investors, the finding is that companies providing AI customer service solutions may benefit from the adoption trend. The research also warns that implementation quality matters. Solutions that enable seamless handovers and transparency could have an edge.
Loyalty is built on trust and positive interactions. AI can improve efficiency. If it creates friction, it hurts loyalty. The handover problem, if unsolved, could negate the revenue gains from AI-driven discovery.
The research suggests that the hybrid model is the likely path for most retailers. Those that invest in both AI and human agents may be best positioned to capture the revenue opportunity while maintaining customer satisfaction.
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