One of the most striking findings relates to the emotions triggered by artificial intelligence and automated customer service processes. 52.3% of respondents stated that they feel “uncomfortable” or “very uncomfortable” when interacting with AI bots, compared to communicating directly with a human when dealing with companies.

This discomfort reaches its peak in situations where customers are filing a complaint or trying to resolve a problem (63%). The percentage decreases when the interaction involves requesting information or making inquiries (48.7%) or completing a purchase (45.2%).

Age as a key factor

Age plays a significant role in these perceptions. As respondents’ age increases, so does their level of discomfort with bots. Among people aged 18 to 29, 36.9% report feeling uncomfortable or very uncomfortable, while this figure rises sharply to 71.6% among those aged 60 to 75.

“These results are highly relevant for designing strategies around the adoption of this type of tool in customer interactions,” said Patricio Hernández, Director of Business & Strategy at BBK Group. “On the one hand, it is essential to recognize the different predispositions across customer segments and interaction types. On the other, delivering service with a human sense—regardless of automation—is critical to facilitating and accelerating the adoption of these technologies.”

Concerns about the use of personal data

The study also explored public perception regarding the use of personal data and transaction histories by companies to deliver information and personalized offers. 53.6% of respondents said they are “disagree” or “strongly disagree” with this practice, while only 17.7% expressed agreement or strong agreement.

Acceptance is higher among younger respondents aged 18 to 29, where 23.1% are in favor. In contrast, people aged 60 to 75 show the strongest rejection: 70.7% have a negativeperception of the use of personal data for advertising purposes, and only 5.3% support this practice.

Similarly, when asked: “When companies send you offers or proactively contact you to offer products or services, how personalized do those offers feel to you?”, 51.2% said they feel “not at all” or “slightly” personalized. Only 17% believe the offers are “quite” or “fully” personalized.

Once again, age is a decisive factor. Negative perceptions of personalization reach 39.7% among respondents aged 18 to 29, while the figure increases to 73.4% among those aged 60 to 75.

“Artificial intelligence in customer service and the use of data for personalized offers pose a significant challenge,” Hernández concluded. “It is imperative to develop adoption strategies that integrate the diverse needs of users. Only then can the full potential of AI be realized, ensuring implementations that are not only efficient, but also aligned with people’s expectations.”