SAN FRANCISCO – Customers now expect to start with artificial intelligence when they need support, and in most cases, it works. But according to the 2026 Customer Expectations Report from Gladly and Wakefield Research, AI’s real risk isn’t failure – it’s the quiet erosion of loyalty.
The national study of 1,000 U.S. consumers found that 88% of customers say their issue was resolved through AI or a hybrid AI-to-human interaction. Yet only 22% say the experience made them prefer the company. The widening gap between “resolved” and “loyal” is not about whether AI works – it’s about what happens when it doesn’t and how supported customers feel through the handoff.
“Customers don’t resent AI,” the report notes. “They resent wasted effort. When AI loops, blocks access to a human or forces people to repeat themselves, trust erodes – even when the issue is eventually resolved.”
Key signals from the report include:
- AI is now the starting point – but only on probation: 59% of customers prefer AI-powered support as their first step. But nearly half (45%) say that preference disappears the moment a human handoff feels difficult.
- Resolution is not loyalty: While resolution rates appear healthy, loyalty outcomes fall sharply after AI interactions. Most companies track how quickly cases close, but few measure how customers felt getting there.
- Five exchanges is the breaking point: 57% of customers expect a clear path to a human within five exchanges. Once they feel blocked or looped, the system stops feeling helpful and starts feeling obstructive.
- Escalation is the real test: When customers are blocked from reaching a human, 40% give up entirely or purchase elsewhere. When handoffs are seamless, trust and spending increase.
- One size does not fit all: AI tolerance varies dramatically by age and task. Customers evaluate support by fit, not by channel.
The report outlines principles for closing the gap between resolution and loyalty – starting with making AI a starting point, not a gatekeeper.
Read the full report HERE.