CMSWire: Some Consumers Find Zero Benefit With AI in Customer Service

New Qualtrics research shows AI in customer service is falling short, with one in five consumers unimpressed.

This article was written for CMSWire by Greg Kihlström. Read the full article here.

Despite consumers having an increased comfort level with AI, there is a missed opportunity when businesses deploy increase automation without thinking holistically about both cost-cutting and the customer experience. The Qualtrics 2026 Consumer Experience Trends Report reveals that AI-powered customer service is failing at an alarming rate, with nearly one in five consumers experiencing no benefit from the service. This failure is occurring even as the overall customer experience has improved across industries, suggesting that these gains are fragile.

Let’s examine some key findings from the report and how they can be applied to the customer experience to inform the right prioritization decisions in their AI strategy for 2026 and beyond.

AI-Powered Customer Service Is Falling Short of Its Promise

Despite mandates from leadership to cut costs, increase efficiencies and adopt artificial intelligence where possible, this rush to implement AI in customer service is missing the mark in many cases. While 73% of consumers now use AI for daily tasks, its application in customer support leaves a lot to be desired.

That said, some of the CX findings in the study point to marked improvements, though they can be misleading when not read in context. As Qualtrics’ Isabelle Zdatny states, "On the surface, the CX improvements paint a surprisingly rosy picture, but when we dug into the numbers, we found a more complex reality. The gains are concentrated in industries where customers can easily switch between brands, like retail and streaming services.”

This article was written for CMSWire by Greg Kihlström. Read the full article here.