Retailers Must Blend AI Tools with Human Service to Boost Sales
A recent study shows shoppers are adopting AI-driven search, yet most still prefer human assistance for customer service.
Retailers are confronting a rapid shift toward AI-enabled conversational commerce, with AI tools now accounting for a growing share of product searches, according to Salesforce.com data. McKinsey & Co. forecasts that AI-based search could contribute roughly $750 billion in annual revenue by 2028. A joint poll by Five9 and Hanover Research of thousands of shoppers and senior CX executives across the U.S., U.K. and Germany found that most consumers are willing to use AI for support, yet two-thirds still prefer human interaction and consider the phone the top service channel.
Trust in AI improves when customers can easily reach a live agent, while many shoppers consider transparency about AI usage essential. Genesys research highlights widespread reluctance to contact customer service at all. The consensus among experts is that successful retailers will need to integrate AI efficiency with accessible human help to sustain growth.
Why it matters
Understanding the balance between AI and human support helps retailers meet evolving consumer expectations and drive revenue.
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