68% of UAE Consumers Prefer Human Interaction for Customer Support Over AI, New Research Reveals

The ServiceNow Consumer Voice Report 2025 has unveiled significant insights into consumer perceptions of AI in customer experience (CX), drawing on responses from 17,000 adults across 13 countries in EMEA, including a thousand from the UAE.

This research underscores a critical gap in AI's application in customer service, particularly highlighting the emotional intelligence (EQ) that consumers feel AI lacks. With AI's rapid integration across customer service sectors, the report sheds light on the nuanced expectations consumers hold towards AI-assisted interactions.

In the UAE, a notable majority of consumers (68%) still show a preference for human interaction over AI for customer support. This preference is rooted in AI's perceived shortcomings, such as its inability to understand emotional cues, context, and informal language. Specifically, 54% of UAE consumers recognize AI's challenges in grasping emotional nuances, while half believe AI struggles with context and slang. Moreover, 64% associate repetitive or scripted responses predominantly with AI, indicating a clear desire for more emotionally intelligent AI solutions.

William O'Neill, Area VP, UAE at ServiceNow, stated, "The key takeaway for business leaders is that AI can no longer be just another customer service tool — it has to be an essential partner to the human agent. The future of customer relationships now lies at the intersection of AI and emotional intelligence (EQ). Consumers no longer want AI that just gets the job done; they want AI that understands them." This statement highlights the growing demand for AI that can navigate the complexities of human emotions and preferences.

The ServiceNow report also identifies a significant "trust gap" in consumers' willingness to rely on AI for more urgent or complex issues. While AI is trusted for routine tasks such as scheduling appointments or tracking packages, with 23% and 24% of UAE consumers respectively expressing confidence in these areas, skepticism arises with more sensitive tasks. For instance, only 13% would trust AI with disputing a suspicious bank transaction, and a mere 20% would rely on an AI chatbot for internet troubleshooting, with a majority preferring human assistance.

Despite these challenges, the research suggests a silver lining, indicating that consumers recognize the potential of AI in enhancing customer experiences. A substantial 76% of UAE consumers expect good chatbot services from organizations, and an even higher percentage (85%) anticipates self-service options for problem-solving. This expectation highlights the opportunity for organizations to leverage AI in predicting and addressing customer needs pre-emptively.

O'Neill further elaborated on the potential for AI to meet consumer expectations more effectively. He argued, "While AI in customer service is currently falling short of consumer expectations, it is not failing. Rather, it is evolving. There is an opportunity for businesses to refine AI by empowering it with the right information, making it more adaptive, emotionally aware, and seamlessly integrated with human agents to take/recommend the next best action and deliver unparalleled customer relationships. Consumers do not want less AI – they want AI that works smarter. By understanding the biggest pain points, companies can make AI a trusted ally rather than a frustrating barrier."

While there is evident skepticism regarding AI's emotional intelligence and trustworthiness with critical tasks, there exists a strong belief in the potential of AI to revolutionize customer experiences. As businesses strive to bridge these gaps, the integration of AI with human insights appears to be the path forward in achieving customer service excellence.