Half of Consumers Trust AI Assistants, Zendesk Finds
More than half of consumers are now comfortable using personal AI assistants for everyday tasks, according to research commissioned by Zendesk. The study, conducted by YouGov, surveyed 10,000 people across 10 countries and found that 52% feel at ease relying on AI for daily activities.
The data shows clear boundaries in what consumers will trust AI to handle. While 64% are happy to let AI assistants manage to-do lists and calendars, only 39% trust these systems with financial planning decisions. In the UK, this figure drops to 19%, making Britain one of the most cautious markets alongside Germany.
When things go wrong, consumer reactions depend on the type of mistake. If an AI assistant paid the same bill twice, 58% of respondents would switch to human help. But if it recommended a product they had just bought, 58% would continue using the AI assistant.
For professional communication tasks like scheduling meetings or managing emails, 52% feel comfortable with AI handling these activities. However, many want to review messages before they are sent.
Zendesk data reveals regional divides in AI adoption patterns
The research shows two clear splits in AI acceptance. Emerging markets are more willing to embrace personal AI assistants than Western countries. There is also a generational divide, with millennials trusting AI more than Generation Z – even though Gen Z uses AI technologies more frequently.
- 64% trust AI with to-do lists and calendars, but only 39% trust AI with financial planning
- 84% want human interaction to remain available as an option in customer service
- UK consumers show greater caution, with 78% preferring human support in stressful situations
In stressful situations, most consumers still want human contact. When dealing with urgent issues or disrupted travel plans, 55% globally prefer speaking to a person rather than a bot. In the UK, this rises to 78%.
Despite this caution, 37% of UK respondents believe a personal AI assistant could free up time for more meaningful activities by handling routine tasks.
The research found that 54% of respondents think AI assistants will make customer support faster and more efficient. However, 63% say companies will need to redesign their customer service to work with personal AI assistants.
Customer service transformation requires Zendesk platform redesign
One in three consumers would be comfortable letting their AI assistant communicate directly with a company's AI system. At the same time, 84% want human interaction to remain available as an option.
“Consumers are increasingly embracing personal AI assistants – not just as support tools, but as part of daily life,” says John Kelleher, VP UKI and MEA at Zendesk.
Zendesk’s own CX Trends report shows AI acceptance has reached 67%. The new research backs up what the company is seeing across different markets.
“Our latest CX Trends report shows AI acceptance has jumped to 67%, and this new research reinforces what we're seeing globally: people expect AI to make support faster and more efficient,” says John.
UK consumers follow similar patterns to the global average but show more caution overall. In Britain, 55% are comfortable with AI managing to-do lists and calendars, while 35% trust AI assistants with professional communications.
The preference for human support during stressful situations is particularly strong in the UK. While 55% of global respondents want to speak to a person during urgent issues, this figure jumps to 78% for UK consumers.
Data security concerns shape Zendesk AI implementation strategies
Trust depends heavily on how companies handle data and transparency. Two-thirds of respondents would only share personal data if strong privacy protections are in place, or would prefer not to share it at all.
People expect AI to make support faster and more efficient
When asked what would make them more willing to use personal AI assistants, consumers highlighted three main priorities: data security and privacy (57%), transparency around how decisions are made (48%), and having human oversight available (46%).
The UK shows particular caution around financial decisions. While 39% globally accept AI for financial planning, only 19% in the UK would trust AI assistants with these decisions.
Financial mistakes carry the highest risk for AI systems. When asked about different types of errors, consumers showed they would be far less forgiving of financial mistakes compared to minor recommendation errors.
“Trust remains key to unlocking AI’s full potential, and consumers expect companies to evolve,” says John. “The message is clear: brands must rethink the entire service experience with AI as a collaborator, not just a feature.”
