Consumers expect AI to improve, not replace customer service representatives
Two-thirds of Irish consumers say AI chatbots have failed to meet their expectations over the past five years (65%), with the same proportion believing these systems struggle with learning from interactions or adjusting based on context (65%). That’s according to ServiceNow’s Consumer Voice Report 2025, which revealed that Irish consumers no longer view AI as impressive for completing tasks, but still expected AI to engage on a more human level – capable of understanding not just requests, but the emotional context behind them.
Irish consumers were among the most adept ability to detect when an interaction is AI-powered, with more than two-thirds (68%) saying that AI chatbots, while efficient, often come across as emotionless. Less than a quarter (23%) of respondents recognised this trait as typical of human service, making the need for emotionally intelligent AI systems more critical than ever.
“Business leaders across EMEA risk being left behind if they fail to embrace the collaboration between AI and human expertise. Consumers are no longer satisfied with disconnected, inefficient service. They expect AI to streamline interactions, anticipate their needs, and complement human agents, not replace them. The companies that successfully integrate AI with human-driven customer service will not only improve efficiency but also build stronger, more trusted customer relationships,” said Cathy Mauzaize, President, EMEA, at ServiceNow.
Despite some worries, there was a belief that AI will eventually catch up to consumer expectations. Across EMEA, 71% of consumers were optimistic that AI will gain the ability to understand emotions. This optimism is even greater in Ireland, where 73% believed the gap between human and machine interactions will close.
Age plays a major role in shaping these attitudes toward AI. While 14% of younger consumers (aged 18–34) in Ireland said AI will never emotionally understand humans, this number jumps dramatically to four in ten (41%) among those aged 55 and over.
Sceptics
This scepticism plays out in how consumers choose to interact with customer service. Even though human-led support often causes frustration, such as long wait times (58%) and having to repeat information (45%), more than a quarter of Irish consumers still prefer speaking with a real person on the phone over other channels.
Consumer behaviour presents a challenge when it comes to AI and human interaction. While AI aims to bring efficiency and speed, consumers still tend to prefer human interaction for complex or sensitive conversations. This paradox suggests a disconnect between what people want and what they trust, sparking further engagement and discussion.
Trust in AI is not universal and is heavily dependent on the task at hand. In Ireland, consumers primarily use AI for routine, low-stakes tasks such as scheduling a car service (13%) or tracking a delivery (16%). However, trust significantly declined when it came to emotionally sensitive or high-risk scenarios. For instance, only 4% of consumers in Ireland would feel comfortable allowing AI to close a deceased loved one’s bank account, and just 5% would trust AI to handle a disputed financial transaction.
“Consumer sentiment in Ireland echoes what we’re seeing across the EMEA region,” said Paul Turley, senior director, ServiceNow Ireland. “Customers want quick response and resolution speeds. However, the majority also feel that, as it stands, AI’s emotional sensitivity is lacking, and there’s a very real expectation that this gap should close in the near future. Businesses need to realise that consumers are pushing for systems that don’t just solve but understand – demanding more advanced technologies such as agentic AI that offer seamless, empathetic, and adaptive experiences.”
The survey was conducted by Opinium for ServiceNow, between between 10–17 January 2025. Some 17,000 adults in the UK, Republic of Ireland, France, Spain, Germany, Belgium, Austria, Italy, Saudi Arabia, the United Arab Emirates (UAE), Sweden, Switzerland, and the Netherlands participated.
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