No AI, please, we’re British, Acquia research

Only two in five British consumers are looking forward to Artificial Intelligence (AI) in online customer service, according to research from Acquia. Four in five believe that automated experiences with brands are too impersonal.

The company surveyed 1,000 UK consumers and 100 marketers. It found that the former are not ready for new technology such as chatbots and voice assistance technology and want brands to instead focus on delivering a seamless, personal digital experience. 72% of UK marketers, however, are looking forward to the introduction of AI.

“It’s clear that consumers want a simple, seamless, personal experience via their digital channels, when interacting with their favourite brands,” says Steve Williamson, General Manager and Senior Vice President of EMEA at Acquia.

“While the marketing industry appears to have a burning desire to introduce AI in customer experience, they actually need to work on getting the basics right, and that starts with personalisation. To build long lasting loyalty, brands need open, adaptable marketing and CX technology, to put personalisation at the heart of their customer experience strategy.”

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