Consumers Want AI To Assist, Not Replace, Human Connection In High-Stakes Purchases

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A new study from Invoca reveals that while consumers are increasingly turning to AI tools during complex buying decisions, they overwhelmingly reject the idea of AI replacing human interaction.

The 2025 B2C Buyer Experience Report, based on a survey of 1,000 U.S. consumers making “high-stakes” purchases (such as buying a car, selecting insurance or seeking healthcare) found that 77% are comfortable using AI as long as human support remains accessible, and 67% still prefer human help when making complex decisions

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