Companies Using GenAI for Customer Service Must Provide Access to a Human Agent

Customers have mixed feelings using generative artificial intelligence for customer support. A full 50 percent of them say their interactions are easier when companies use genAI, yet 87 percent say it is essential for companies to provide an option to reach a human agent when using genAI, according to a Gartner survey.

The Gartner survey found that customers are becoming more comfortable using AI to resolve service issues and that they are using genAI for more than answers. Fifty-eight percent of customers who use genAI have used it to complete tasks on their behalf. In B2B environments, this rises to 74 percent.

Customers also increasingly expect AI to help them take action, such as booking appointments, placing orders, submitting documents, managing subscriptions or escalating requests, the research firm noted.

But, at the same time, they ;will push back when AI acts as a barrier to reaching a human.

Eric Keller, senior director analyst in the Gartner Customer Service & Support Practice, suggests, therefore, that service leaders should not use genAI as a mandatory first step for every issue. "When customers are forced through multiple unsuccessful AI interactions before they can reach a person, they are less likely to use that tool again. GenAI is more helpful when it collects information, understands intent, and attempts resolution only when confidence is high, with a clear path to human support," he says.

"Service and support leaders should redesign digital support around conversational, action-oriented experiences. GenAI can understand intent and guide the interaction, while traditional automation completes the transaction in the background," he adds

Gartner also found that customers are increasingly starting service journeys outside company-owned channels. In their most recent service interactions, customers were approximately three times more likely to use third-party genAI tools, such as ChatGPT, Gemini, or Copilot, than company-provided chatbots.

Recognizing that many customers mightbypass their digital channels entirely, service leaders should respond by investing in genAI to improve the voice experience, Keller suggests. "Customers may begin with third-party genAI, but they still come to the company when they need to transact, access account-specific information, or resolve more complex issues," he states.