ServiceNow has released the ServiceNow Consumer Voice Report 2025. Now in its third year, the report, which surveyed 17,000 adults across 13 countries in EMEA — including 1000 in the UAE — explores consumer expectations when it comes to AI’s role in customer experience (CX).
Need to put the EQ in AI
Despite rapid advancements in AI and its widespread use in customer service, UAE consumers overwhelmingly (at least 68%) prefer to interact with people for customer support. 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%) of UAE consumers say that failing to understand emotional cues is more of an AI trait than human; 51% feel agents having a limited understanding of context is more likely to be AI; and an equal number (51%) say misunderstanding slang, idioms and informal language is more likely AI. Meanwhile, nearly two thirds (64%) of UAE consumers feel repetitive or scripted responses are more of an AI trait.
“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,” commented William O’Neill, Area VP, UAE at ServiceNow.
High Stakes, Low Trust
The report also highlights a clear AI trust gap, particularly for urgent or complex requests. UAE consumers embrace AI for speed and convenience in low-risk/routine tasks — 23% of UAE consumers trust an AI chatbot for scheduling a car service appointment and 24% 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 AI drops. Only 13% would trust AI to dispute a suspicious transaction on their bank account with 43% instead preferring to handle this in-person. Similarly, when it comes to troubleshooting a home internet issue, only 20% of consumers across the Emirates are happy to rely on an AI chatbot, with 50% preferring to troubleshoot the issue with someone on the phone.
Humans and AI
For all the frustrations with AI — almost half (47%) 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%), quick response times (89%) and accurate information (88%), more than three quarter (76%) of UAE consumers expect the organisations they deal with to provide a good chatbot service. But perhaps more interestingly, 85% of consumers across the Emirates expect the option for self-service problem solving, which does indicate the need for organisations to integrate AI insights and data analysis into service channels to anticipate customer needs before they arise.
“While AI 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,” added O’Neill. “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.”
Discussion about this post