On the occasion of the 19th edition of Customer Service of the Year, Ipsos Brava and ESCDA unveiled the results of the 2025 Customer Service Observatory. This study confirms a clear trend: despite the rise of generative AI, consumers still largely prefer human interaction.
This European survey (France, United Kingdom, Germany, Italy, and Spain) was conducted among 5,000 people between August 25 and September 7, 2025.
People first
Even though 89% of French people are familiar with generative AI, it is not widely used in customer relations. Nine out of ten people would rather wait to speak to a human advisor than a virtual advisor. 64% of respondents refuse to use an AI-assisted advisor, even if it speeds up the process.
“Consumers see AI as a tool to help them, but not as a substitute. The need for humanity remains a priority,” comments Marie-Laure Soubils, Director of the Ipsos Brava Observatory.
Emotions carry weight
The study shows that the customer experience is still heavily based on emotion. 60% of French people say they had a positive experience during their last contact. Trust, reassurance, and gratification top the list.
Conversely, 35% mention a negative experience, dominated by frustration or disappointment. The perceived stress of the advisor plays a decisive role: 84% believe that an advisor who is in a hurry degrades the exchange.
And while it is important to sell quality products or services, it is just as important …
