Survey finds consumers warming to AI, frustrated by omnichannel gaps
29 Jun 2025 06:00pm
Global consumers are increasingly open to AI in healthcare, finance and insurance customer experiences, signalling a shift in expectations for personalised and efficient service. - 123RF photo
KUALA LUMPUR - A growing number of global consumers are ready to embrace artificial intelligence (AI) in customer experiences within healthcare, financial services and insurance sectors but continue to be frustrated by poor omnichannel services and outdated data collection processes, according to new research by Smart Communications.
In its 2025 Customer Experience Benchmark report, the technology firm said the survey, which polled 3,000 consumers worldwide, found 62 per cent rated communications from service providers in these sectors as good or excellent, with notable gains in banking (67 per cent), insurance (46 per cent) and healthcare (75 per cent). Despite growing AI acceptance, many consumers remain frustrated by inconsistent omnichannel services and complex digital forms, highlighting the need for simpler, faster data collection processes. - Photo illustrated by Sinar Daily
However, the report also noted that 67 per cent of respondents would switch service providers if communications did not meet their expectations, underlining the importance of effective engagement, according to a statement.
"Customer expectations are shaped by top brands in retail and technology. When sectors like healthcare and banking fall short, they risk losing customer loyalty,' said Smart Communications chief executive officer, Leigh Segall.
The survey revealed a shift in consumer attitudes towards AI, with 54 per cent open to receiving health recommendations, 51 per cent to insurance plan changes, and 46 per cent to financial advice powered by AI. Meanwhile, concern over data security and ethical use has declined, with only about 31 to 32 per cent of respondents expressing hesitation.
Despite this growing trust, only 13 per cent of consumers believe generative AI surpasses humans in crafting customer communication content, while 46 per cent insist on human oversight of AI-generated content.
On omnichannel experience, just 54 per cent of respondents expressed satisfaction, and 60 per cent said they would trust companies more if these experiences were consistent. Preferences varied by generation, with email most favoured by the Silent Generation (48 per cent) and least by Generation Z (39 per cent). Print ranked lowest across all groups.
The study also highlighted challenges with data intake processes. Some 66 per cent of consumers, including 73 per cent of Millennials and 71 per cent of Generation Z said they would abandon interactions if forms were too complex.
About 90 per cent of respondents ranked speed and simplicity as key when completing forms, while 63 per cent preferred guided digital forms over fillable PDFs. A further 77 per cent expressed a preference for digital over manual processes such as printing or mailing. - BERNAMA
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