• by Chuck Martin , Staff Writer, June 26, 2019

While brands are moving to automated communications with customers, many of those customers still yearn for human interaction.

The growth of systems like artificial intelligence-powered chatbots can frustrate customers and even anger some, based on a new study.

When a company has totally automated communications, the majority (52%) of consumers feel frustrated, according to the study, comprising a survey of 2,000 U.S. adults conducted by The Harris Poll for Invoca.

When there is no option for human interaction, 18% of consumers feel angry while 16% say they enjoy that type of experience with a brand.

The level of frustration varies by category. For example, 49% of consumers would trust AI-generated advice for retail, 38% for hospitality services, 20% for healthcare advice and 19% for financial services.

In healthcare, 32% of consumers prefer to complete a transaction over the phone. In retail, 46% prefer in-person interactions compared to 35% preferring online.

As the wave of automated chatbots continues, brands may want to make sure they have a human backstop.