UK consumers cautious as AI assistants rise in global acceptance

New research conducted by YouGov for Zendesk has found that more than half of consumers globally are comfortable using personal AI assistants for everyday tasks, although British consumers appear more cautious, especially when it comes to higher-stakes scenarios.

The survey involved 10,000 participants across ten countries, including the UK, providing insight into consumer attitudes towards AI assistants. While the technology is becoming more prevalent in daily activities, the study indicates that trust varies considerably depending on the context and nature of the task.

Daily convenience

According to the findings, 52% of respondents globally and in the UK expressed comfort relying on AI assistants for everyday tasks. The activities consumers are most willing to delegate to AI include managing to-do lists and calendar appointments, with 64% globally indicating ease with these types of interactions. Despite this, many respondents say they would still want to review messages or actions before final approval.

Professional communication, such as scheduling meetings or overseeing emails, is also an area where AI is increasingly accepted. The report states that 52% globally feel at ease with AI assistants handling these responsibilities.

Boundaries of trust

Comfort with AI drops significantly in high-stakes situations, particularly regarding financial decisions. The survey showed only 39% of global respondents are prepared to trust AI assistants with financial planning. In the UK, this percentage is even lower at 19%, among the lowest globally. The study notes that if an AI assistant were to make a financial error - such as paying the same bill twice - 58% of people would switch to human assistance immediately. Conversely, if the misstep were less severe, like recommending a recently purchased product, a similar proportion would continue using AI services.

Human contact in stressful moments

The preference for human support becomes clearer during periods of stress. Globally, 55% of respondents favoured speaking to a human rather than a bot when dealing with urgent matters or disrupted travel plans. This preference is more pronounced in the UK, with 78% choosing human support in such situations.

Still, a level of optimism is present in the UK concerning AI's ability to free up time, with 37% of respondents stating personal AI assistants could enable them to focus on more meaningful work by automating routine tasks.

Generational and regional divides

The research highlights generational and regional differences in attitudes to AI. Millennials tend to trust AI more than Gen Z, though Gen Z are the most frequent users of such technologies. There is also a regional divide, with emerging markets showing greater enthusiasm for personal AI assistants than Western countries, where caution prevails.

Brand interactions

When interacting with brands, 54% of respondents believe AI assistants will make customer service faster and more efficient. However, 63% agree that companies will need to adapt their approach, potentially enabling direct communication between a customer's AI and a company's AI system. One in three respondents reported being comfortable with such arrangements, but 84% insisted that human support must always remain an available option.

"Consumers are increasingly embracing personal AI assistants - not just as support tools, but as part of daily life," said John Kelleher, VP UKI and MEA at Zendesk. "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. "But trust remains key to unlocking AI's full potential, and consumers expect companies to evolve. The message is clear: brands must rethink the entire service experience with AI as a collaborator, not just a feature"

Security and transparency

The survey reveals trust in AI is conditional, with data privacy emerging as a leading concern. Two-thirds of respondents said they would only share personal data with appropriate privacy safeguards in place, or they would prefer not to share it altogether. When asked what would increase their willingness to use AI assistants, the top priorities identified were security and privacy (57%), transparency around decision-making (48%), and the availability of human oversight or support (46%).

The study, conducted between the 4th and the 10th of June 2025, provides a snapshot of shifting attitudes towards the integration of AI into daily life, reflecting both the potential for increased convenience and the ongoing need for robust human oversight and clear governance.