Make every conversation count

• £17.5 million — the new maximum fine for PECR breaches, up from £500,000. A thirty-five-fold increase that changes the risk calculation for every outbound operation.
• £500,000 personal liability - company directors can now be held individually liable for serious data protection breaches under the Data (Use and Access) Act 2025.
• 2 August 2026 - the date EU AI Act transparency obligations take effect, including chatbot disclosure and human escalation requirements for any UK contact centre serving EU customers.
• 4 cross-cutting FCA reviews running through 2026, examining whether firms can prove - with evidence, not policy documents - that customers are getting good outcomes.

This isn’t a future risk. It’s happening now. The guide breaks down each regulation, explains what’s new, and gives you a clear action list.

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• 41% of contact centres say meeting KPIs is harder than last year
• 1 in 3 teams report declining customer patience and rising workload
• Top performing contact centres outperform the UK average by 25–40% across multiple KPIs

If you’re planning targets, resource, or deciding where to invest for 2026, this report gives you the clarity you need.

Integrating artificial intelligence (AI) into customer service is transforming the way contact centres operate. But consumer confidence hasn’t yet caught up. While 45% of consumers are comfortable interacting with chatbots or virtual assistants, 36% remain uncomfortable. This ambivalence and uncertainty highlight both opportunity and risk for how contact centre leaders choose to utilise AI in call centres.

The Generational Divide

Younger audiences are far more comfortable interacting with AI, and are leading the adoption of the technology. 65% of 25–34-year-olds are comfortable with AI, compared to just 27% of over-55s. 

Men (48%) are slightly more comfortable interacting with AI in customer service scenarios compared to women (41%), and interestingly, those who are city dwellers are notably more open to AI than those who live in rural areas.

How Consumers Feel About AI Performance

Although 36% believe AI and automation have improved their contact centre experience, 32% say it has actually had the opposite effect and made things worse. These mixed reviews show that while AI can add speed and convenience, poor implementation of the technology risks damaging customer trust.

“Technology works best when it enhances human capabilities rather than replacing them.” – Ben Booth, CEO, MaxContact

Key Consumer Frustrations with AI

• 22% say there are too many steps before reaching a human agent.
• 20% cite AI’s lack of understanding in specific situations.
• 12% mention limited response options.
• 12% dislike having to repeat information.

These frustrations point to a single theme: customers value control. When automation creates barriers instead of reducing them, frustration grows.

Key Takeaway

How to build consumer confidence in AI used for customer service:

1. Employ digital channels and self-serve for routine enquiries and repetitive tasks that free agents for more complex issues and emergencies. For example, basic payments and account enquiries are routine transactions that most consumers will comfortably manage themselves.
2. Maintain strong human support for complex matters and emergency situations. When consumers want a quick response, they want to talk.
3. Make sure there’s a clear escalation path from self-serve and digital channels to human agents. Consumers will be more accepting of self-serve if they know they can easily transfer to a human agent if something goes wrong.

When done right, AI improves efficiency and helps human agents excel.

When Only a Human Will Do

Even in an age of automation, human connection is non-negotiable. Our survey revealed that most consumers still want to speak to a real person in moments that matter.

Scenarios Where Customers Prefer Human Agents

• 70% when explaining specific situations.
• 67% in emergencies.
• 65% for complex account queries.
• 61% when making complaints.
• 59% when negotiating terms or payments.

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Older consumers, who feel less comfortable with AI, show a stronger preference for human contact, but actually, the sentiment is shared across all demographics. Human agents aren’t a nice-to-have, they’re a necessity.

Why Voice Still Leads

Voice calls remain a cornerstone of customer service. 36% of people say calling makes it easier to explain their query or issue, while another 36% simply prefer the reassurance of human conversation. For others, the speed of response and sense of resolution make calls their go-to option.

Despite the range of digital tools available, fewer than 3% of respondents rely solely on digital channels. Poor past experiences (reported by nearly 9% of consumers) reinforce why trust and empathy still matter most.

“The most successful contact centres in 2025 will deploy AI strategically for efficiency while investing in their agents’ soft skills and knowledge.” – Ben Booth, CEO, MaxContact

Key Takeaway

To get the human-digital balance right:

• Deploy digital and self-serve for routine tasks.
• Prioritise humans for complex, emotional or high-stakes interactions.
• Provide clear, visible paths from automation to live support.

Humanity remains the foundation of great customer experience.

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