According to a survey by Accenture Song, Brazilian consumers believe the customer service experience provided by artificial intelligence needs improvement. The main reason is not the technology itself, but their perception that robots cannot resolve specific issues.

As reported by Folha de S.Paulo, the top reasons respondents rejected AI in customer service include: inability to solve complex problems (62%), lack of objectivity in responses (53%), and difficulty in understanding (53%).

The survey shows that 51% of respondents prefer communicating with real people to solve problems. However, the study indicates that the communication channel matters more than who is on the other end of the line: 73% of respondents favor text-based customer service channels.

Customer service is widely regarded as one of the most mature fields for AI application, and companies across various sectors often promote AI adoption as a selling point.

Accenture Song reached these conclusions after interviewing 800 respondents from socioeconomic classes A, B, and C across Brazil via digital platforms in late 2025. All participants had contacted customer service at companies in the telecommunications, banking, electricity, or pharmaceutical industries within the previous six months.

“The customer service industry is one of the most widely penetrated by AI, so it may face first-mover challenges. This is part of the development process and a challenge that pioneers must bear,” said Joana Henklein, head of customer service for Latin America at Accenture Song.

The study identifies growth opportunities in the sector, noting that despite dissatisfaction with AI experiences, people have not rejected the technology. Eighty-nine percent of respondents stated they would accept AI-powered customer service channels if robots could solve problems just as effectively as humans.

According to the findings, low-complexity issues — such as issuing invoices, updating registration data, and scheduling services — are more easily handled by artificial intelligence.

“We initially assumed people would reject AI, but we discovered a different reality. Everyone is willing to use AI — provided it is fast, decisive, and fully resolves their problem,” Henklein said.