Customers Don't Prefer AI Chatbots Over Humans – Here's Why 2026

Customers don't prefer AI chatbots over humans – despite what Centrica's boss claims. In a recent letter to the Guardian, Charles MacKinnon challenges the assertion by British Gas owner Centrica that 90% of customers prefer digital channels to speaking with a person. This article examines the reality behind the data and why customer preference is being misrepresented.

The Centrica Claim: Customers Prefer Bots?

Centrica CEO Chris O’Shea stated that most British Gas customers prefer interacting with a chatbot rather than a human. He cited that 90% of customers use digital channels first and that call volumes have dropped by 20%. However, this statistic ignores the deliberate barriers companies erect to steer customers away from phone support.

Finding a real person on the phone has become increasingly difficult. Hidden contact numbers, endless menu trees, and long hold times all push customers toward automated systems. The so-called preference is often a result of frustration, not genuine choice.

The Hidden Cost of Chatbots

Companies like Centrica save money by replacing human agents with chatbots, but the cost is shifted to customers. Customers spend more time typing out issues to a bot that may not understand them, then repeating themselves when finally transferred to a human. This export of cost from corporations to consumers is a troubling trend.

The table above shows that while chatbots are cheaper, they often lead to longer resolution times and lower satisfaction.

Why the 'Preference' Is Manufactured

MacKinnon’s letter points out that customers don’t prefer bots; they are forced into using them. Banks, utility companies, and telecoms have gradually withdrawn face-to-face and phone access. The only way to reach a human is to navigate a maze of options, often at the customer’s expense (hold time on a premium line).

• Companies prioritize cost reduction over service quality
• Digital channels are designed to deflect, not assist
• Customer time is treated as less valuable than employee time
• Real preference cannot be measured when alternatives are made inaccessible

The Real Impact on Customer Experience

When a customer needs urgent help – say, a gas leak or billing error – a chatbot cannot replace a knowledgeable human. The loss of human touch in customer service leads to frustration, errors, and churn. According to a 2023 survey, 73% of consumers say they would switch to a competitor after multiple bad automated experiences.

Centrica's decision to axe 1,300 call centre and back office jobs is a clear signal that profits come before people. But the long-term cost may be customer loyalty and trust.

FAQ

The debate over AI chatbots versus humans is far from over. While technology can handle simple queries, the rush to replace human agents is a misstep. Customers don’t prefer bots – they deserve better. For more insights on customer service trends and business ethics, stay tuned to GrandGoldman.com.