However, more than 52% of Chileans say they feel uncomfortable or very uncomfortable interacting with conversational bots, according to a study conducted by BBK Group and Criteria in May 2024. Why does this resistance exist? What are the main concerns users have regarding this type of automation? In this article, we explore the reasons behind this discomfort and its impact on customer experience in Chile.

The Growing Adoption of Conversational Bots in Chile

Companies in Chile are increasingly implementing conversational bots across their service channels. These systems automate frequent inquiries, provide quick responses, and reduce operational costs.

Industries with the highest adoption include:

• Banking: Balance inquiries, automatic payments, card blocking.
• Telecommunications: Fault reporting and mobile recharges.
• Retail: Order tracking and returns.
• Public services: Appointment scheduling and basic inquiries.

Despite these operational benefits, many users do not perceive an improvement in service quality and continue to prefer human interaction.

What Makes Conversational Bots Uncomfortable for Users?

1. Difficulty Solving Complex Issues

Conversational bots perform well for simple queries, but according to BBK Group’s study, 63% of Chileans feel uncomfortable using bots to resolve complaints or complex issues.

For example, a customer trying to dispute an incorrect charge may find themselves stuck in an endless loop of automated responses without achieving a resolution.

2. Lack of Personalization

51.2% of Chileans believe chatbot responses are “not at all” or “poorly” personalized. Many users feel that bot interactions are generic and fail to adapt to their specific needs or context.

3. Preference for Human Interaction

Human contact creates a sense of empathy and trust. Discomfort with conversational bots drops to 36.9% among users aged 18–29, but rises sharply to 71.6% among adults aged 60–75.

4. Concerns About Data Usage

53.6% of respondents disagree with companies using their personal data or transaction history to deliver personalized offers through AI-powered chat interfaces. This concern is especially pronounced among older users.

Impact of Conversational Bots on Customer Experience

Efficiency vs. Frustration

While conversational bots can speed up simple inquiries, they often generate frustration when customers are unable to solve their problems. On social media, Chilean users frequently express dissatisfaction about not being able to reach a human agent after interacting with a chatbot.

Perception of Dehumanization

Many users feel that companies prioritize automation over service quality. The sensation of “talking to a machine” discourages customers who seek understanding, flexibility, and emotional intelligence—especially in sensitive situations.

Real Cases of Bot-Related Frustration in Chile

• Banking: Customers experiencing delays in unlocking accounts after only being assisted by chatbots.
• E-commerce: Users unable to change delivery addresses due to rigid bot workflows.
• Technical services: Customers forced through multiple automated steps before reaching a human agent.

What Do Chileans Expect from AI-Powered Chat?

Users do not completely reject conversational bots, but they demand clear improvements:

• Hybrid service models: Bots for basic issues, with fast escalation to human agents.
• Greater personalization: Bots that leverage customer history to tailor responses.
• Transparency in data usage: Clear explanations of how personal data is used increase trust.

Benefits and Challenges of Conversational Bots for Businesses

Benefits:

• Reduced operational costs
• 24/7 availability
• Automation of repetitive queries

Challenges:

• Avoiding bots becoming barriers rather than facilitators
• Integrating timely human intervention
• Protecting user privacy

The Success of Conversational Bots Lies in Balance

Conversational bots are a key tool for modernizing customer service, but their adoption in Chile highlights a major challenge: balancing automation with human connection. Companies that implement efficient, personalized bots with rapid access to human agents will achieve greater customer satisfaction and loyalty.

BBK Group, Chile’s leading consultancy specializing in brand and business transformation, supports organizations throughout this process. From strategy to execution, BBK ensures that technologies such as conversational bots enhance—rather than weaken—the relationship between brands and their customers.
To learn more, visit BBKGroup.