Brits Abandon Chatbots as Frustration with Automated Customer Service Grows
Nearly 60% of Brits abandon purchases due to poor chatbot support, preferring human interaction. Quality customer service remains key to loyalty and satisfaction.

Talk to the Hand: Brits Reject the Chatbot Takeover
Marketers rushing to embrace AI chatbots are missing a critical point: nearly 60% of Brits have abandoned purchases due to poor or no assistance from automated tools. Frustration with chatbots and self-service options is mounting, revealing that quality customer support still matters deeply.
Where AI Support Falls Short
New research from Quantum Metric, titled The support struggle: Bridging the digital divide, shows a clear preference for human interaction when it comes to customer service. About 40% of Brits would pay a monthly fee just to talk to a real person rather than rely on AI or self-service tools. Two-fifths admit being ruder to chatbots than they would be to humans, and over half (54%) say issues only get resolved when they speak with a real representative.
The Role of Technology in Physical Stores
Interestingly, technology is playing a different role in physical retail. Over three-quarters of Brits prefer to search for help online instead of asking store staff, and 44% say in-store tech has improved their shopping experience. This suggests that while automated support isn't winning hearts online, digital tools still add value when combined with physical environments.
Top Customer Service Frustrations
- Repeating the same issue to multiple agents (39%)
- Waiting too long to speak to someone (37%)
Trust in support channels varies by sector. For banking and insurance, 42% prefer in-person help, while 43% lean towards phone support for travel bookings. This shows one-size-fits-all approaches to customer service fall short.
What This Means for Customer Support Professionals
Customer support teams must balance digital tools with human touchpoints. Automating without empathy or effective escalation frustrates customers and erodes loyalty. Brands that optimize both virtual and in-person support stand a better chance of retaining customers.
For those working in customer support, investing in skills that enhance human interaction alongside digital fluency is crucial. If you want to strengthen your expertise in AI and support technology, consider checking out AI training courses tailored for customer support roles.
Failing to address these frustrations risks driving customers away. The message is clear: don’t let chatbots replace human connection — make them a helpful tool, not a barrier.