Report: 68% of UAE Consumers Still Prefer Human Customer Support

ServiceNow, the AI platform for business transformation, has released the ServiceNow Consumer Voice Report 2025. Now in its third year, the report surveyed 17,000 adults across 13 EMEA countries — including 1,000 in the UAE. It explores what consumers expect from AI in customer experience (CX).

The Need to Put EQ in AI

Despite AI’s rapid growth in customer service, 68% of UAE consumers still prefer to interact with a person. The research points to a clear reason for this: a perceived lack of emotional intelligence (EQ) in AI.

More than half (54%) of UAE consumers believe failing to recognise emotional cues is typical of AI. Similarly, 51% say AI is more likely to misunderstand context, slang, and informal language. Nearly two-thirds (64%) also feel AI tends to give scripted, repetitive responses.

“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),” stated William O’Neill, Area VP, UAE at ServiceNow.

High Stakes, Low Trust in AI

The report highlights a clear trust gap, especially when it comes to complex or sensitive issues. UAE consumers welcome AI for speed and ease in simple tasks. For example:

• 23% trust an AI chatbot to schedule a car service appointment.

• 24% are happy to use AI to track a delayed package.

However, trust drops sharply for urgent or sensitive matters:

• Only 13% would trust AI to dispute a suspicious bank transaction, with 43% preferring in-person help.

• Just 20% would rely on AI to fix a home internet issue, while 50% would rather call an agent.

AI’s Role in the Future of Customer Experience

Despite frustrations, AI remains crucial to delivering great customer service. Almost half (47%) of UAE consumers feel AI chatbots fall short of expectations. Yet, expectations are high:

• 90% expect seamless service

• 89% want quick responses

• 88% demand accurate information

More than 76% of UAE consumers also expect companies to offer a good chatbot experience. Interestingly, 85% want the option for self-service problem solving, signalling a need for AI tools that anticipate customer needs before problems arise.

AI is Evolving, Not Failing

“While AI in customer service is currently falling short of consumer expectations, it is not failing. Rather, it is evolving,” added O’Neill.

He believes businesses have an opportunity to refine AI by improving its access to the right information, making it more adaptive and emotionally aware. When AI works smarter and integrates seamlessly with human agents, it can offer tailored recommendations and help build stronger 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,” O’Neill concluded.