80% of AI Natives in Australia Still Prefer Human Support Option

A recent study focusing on Australia’s younger, tech-savvy population reveals that four out of five individuals considered “AI natives” still prefer having access to human support during customer interactions. Despite their familiarity with artificial intelligence, this group values the option to escalate issues to a person when needed, highlighting a critical gap in how businesses currently deploy AI solutions. The research indicates that organizations must refine their AI tools to meet rising expectations and encourage broader adoption.

Commissioned by Zoom and carried out by Kantar, the survey examined the attitudes of 2,551 respondents aged 18 to 45 across eight Asia-Pacific markets, including Australia. Participants classified as AI natives were between 18 and 24 years old, actively use AI tools, possess foundational AI knowledge, and had early exposure to the technology, often through smartphone usage before age 15.

The findings show that Australian AI natives seek a smooth integration of automated and human-assisted service. While 80% want the ability to connect with a human agent, a majority, 59%, also believe companies should offer AI options to speed up resolutions. This points to a desire for blended support models, where artificial intelligence handles routine tasks but human expertise remains accessible for more complex needs.

In workplace settings, Australian AI natives express lower satisfaction with existing AI tools compared to their non-AI-native colleagues. Only 63% of AI natives reported being content with employer-provided AI, versus 80% of non-natives. This suggests that younger, digitally fluent employees have higher standards for the quality, integration, and governance of AI systems in their professional environments.

Across the broader APAC region, Australia’s workforce is slower to adopt artificial intelligence, which could affect productivity and economic growth. Just 39% of Australian respondents use AI for data analysis and reporting, compared to 48% regionally. Similarly, only 35% employ it for design and content creation, versus 43% in the wider APAC area. AI natives in Australia also apply the technology more selectively, using it less frequently for writing, editing, and data analysis than non-natives, implying that better tools and training could increase uptake.

Bede Hackney, Head of Zoom for Australia and New Zealand, noted that as this generation enters the consumer and job markets with distinct expectations, organizations must adapt. He emphasized that AI natives are selective in their technology use and continue to value human interaction. A strategic approach that balances automation with personal connection will be essential for meeting their needs.

In customer experience, disjointed interactions pose a significant risk to brand loyalty. One-third of Australian AI natives cited fragmented experiences and having to repeat information across channels as potential deal-breakers. Another 41% expressed frustration with being transferred between multiple departments. Personalized AI responses are desired, but when those responses feel generic or unhelpful, as 63% reported, customers want the reassurance of human support. In fact, over half of Australian AI natives identified receiving “generic copy and paste answers” as the top factor affecting their loyalty to a brand.

Hackney advised that companies must thoughtfully determine where AI fits within the customer journey, where it should take the lead and where human intervention remains vital. Poorly executed AI can damage reputation, but when implemented carefully, it can improve self-service options and free up human agents to provide more personalized, emotionally intelligent assistance.

In the workplace, AI has become a standard part of daily operations, with just 7% of Australian respondents reporting no usage at all. Non-AI natives are largely satisfied with the tools provided, but AI natives have heightened concerns. Nearly half worry about data security and privacy, and 44% cite a lack of contextual understanding as a major frustration.

Hackney concluded that for Australian businesses to stay competitive, they must acknowledge the elevated expectations of AI natives and respond with secure, well-integrated tools that strike the right balance between technological enablement and human connection. Employee loyalty and productivity will increasingly depend on how quickly and effectively organizations evolve their AI strategies.

(Source: ITWire Australia)