UAE consumers overwhelmingly prefer to interact with people for customer support, especially given that they don’t feel AI is meeting their customer experience (CX) expectations, according to the newly released ServiceNow Consumer Voice Report 2025.
Now in its third year, the report, which surveyed 17,000 adults across 13 countries in the EMEA region — including 1,000 in the UAE — explores consumer expectations when it comes to AI’s role in customer experience (CX).
Despite rapid advancements in artificial intelligence and its widespread use in customer service, 68 per cent of UAE consumers stated that they prefer to interact with people for customer support, while more than 50 per cent of them shared that AI is not meeting their CX needs.
Based on the findings of the research, this can be attributed to the perceived lack of AI’s general emotional intelligence (EQ).
More than half (54 per cent) of UAE consumers say that failing to understand emotional cues is more of an artificial intelligence trait than human; and 51 per cent feel agents having a limited understanding of context is more likely to be AI.
An equal number (51 per cent) say that misunderstanding slang, idioms and informal language is more likely artificial intelligence. Meanwhile, nearly two thirds (64 per cent) of UAE consumers feel repetitive or scripted responses are more of an AI trait.
William O’Neill, Area VP, UAE at ServiceNow. said, “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.”
High stakes, low trust
The report also highlights a clear artificial intelligence trust gap, particularly for urgent or complex requests. UAE consumers embrace AI for speed and convenience in low-risk/routine tasks — 23 per cent of UAE consumers trust an AI chatbot for scheduling a car service appointment and 24 per cent say they are happy to use an AI chatbot for tracking a lost or delayed package.
However, when it comes to more sensitive or urgent tasks, consumer confidence in artificial intelligence drops. Only 13 per cent would trust AI to dispute a suspicious transaction on their bank account with 43 per cent preferring to handle this in-person.
Similarly, when it comes to troubleshooting a home internet issue, only 20 per cent of consumers across the Emirates are happy to rely on an artificial intelligence chatbot, with 50 per cent preferring to troubleshoot the issue with someone on the phone.
Humans and AI
For all the frustrations with artificial intelligence — almost half (47 per cent) of UAE consumers say their customer service interactions with AI chatbots have not met their expectations — the research does suggest that consumers consider AI as crucial for organisations looking to deliver exceptional customer experiences.
For one, in addition to seamless service (90 per cent), quick response times (89 per cent) and accurate information (88 per cent), more than three quarter (76 per cent) of UAE consumers expect the organisations they deal with to provide a good chatbot service.
But perhaps more interestingly, 85 per cent of consumers across the Emirates expect the option for self-service problem solving, which does indicate the need for organisations to integrate artificial intelligence insights and data analysis into service channels to anticipate customer needs before they arise.
“While artificial intelligence 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,” O’Neill added.
“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.”
