This boils down to the fact that consumers want to feel heard, understood, and supported, particularly when the situation involves more complexity or nuance. Many would agree that humans do this best.
Consumers in Asia Pacific might be increasingly open to the use of artificial intelligence (AI) in their interactions with brands, but a 2024 PwC survey revealed that they are not offering AI a blank cheque.
More than half of those surveyed indicated they are comfortable allowing AI to manage low-risk interactions, such as product recommendations or basic customer service. However, when the stakes are higher, such as receiving a medical diagnosis or completing a financial transaction, they still prefer having a human behind the interaction.
