AI customer service's human-like traits may not improve experience

A study reveals that making AI customer service more human-like does not necessarily enhance user experience. Australian banks and postal services are increasingly adopting AI for customer support, with the Commonwealth Bank handling over 2 million interactions monthly via voice and messaging. Australia Post reported that 55% of customer inquiries in 2025 were resolved by AI. However, a survey found only 39% of 1,031 Australians were satisfied with automated systems. Research published in the European Journal of Marketing suggests that less human-like AI, such as chatbots, can sometimes lead to more positive feedback. Participants interacting with text-based bots felt more relieved compared to those using voice bots. Another study in the Journal of Business Research found that AI capable of accurately recognizing and responding to customer emotions improved satisfaction. While AI that mimics human behavior may not always be better, the key lies in understanding when customers need empathy and when they need space to process their frustration. Companies must focus on tailoring AI interactions to meet specific customer needs rather than solely aiming for realism.