Survey finds Amex customers prioritize choice, accuracy and human support while embracing AI for routine tasks
From scheduling appointments to booking hotels, generative AI (Gen AI) is transforming how people make purchases, plan vacations and manage everyday tasks. But as consumers continue to engage with Gen AI, the pace and scale of adoption will depend on trust.
New data from an American Express survey of U.S. Consumer Card Members1 reveals that while customers are open to using Gen AI and AI-powered tools, quality of responses and a human touch remain critical.
At American Express, that reflects a broader approach to the evolution of servicing: using technology to strengthen the relationships at the heart of the experience, with the goal of bringing Membership to life through every interaction.
Human connection remains key
The opportunity to connect with a real person is crucial to a positive customer service experience. 95% of U.S. Consumer Card Members surveyed said it is important to be able to choose between an AI-powered voicebot and a human representative. When Card Members call the number on the back of their American Express card for any reason, they can request to speak to a servicing colleague at any time — part of a global team of servicing experts across 25 countries, serving customers in 13 languages.
“What sets Amex apart is our relationship-powered, tech-enabled model — AI gives us new ways to strengthen those relationships, not replace the human connection behind them,” said Mohammed Badi, President, Global Servicing at American Express. “Our goal is to bring Membership to life through every interaction, using technology to make the experience more connected and personalized while continuing to deliver the trust, security and world-class service our customers expect.”
Accuracy above speed
AI-powered tools like voicebots can make customer service interactions faster and more efficient, helping customers get information and resolve routine needs more quickly. But speed alone doesn’t define a positive experience — for Card Members surveyed, accuracy matters more. When asked, “What are the most important attributes that create a positive and memorable customer service experience when using an AI-powered voicebot?”, 67% of U.S. Consumer Card Members cited “issues resolved accurately” as the top feature that would determine a positive and memorable customer service experience, while only 35% cited “issues resolved quickly.”
“Getting it right is more important than getting it done quickly,” said Badi. “Our approach is to help Card Members get the right answer — not simply the fastest answer. AI can make servicing more efficient, but accuracy is what earns trust, one interaction at a time.”
Comfort with AI depends on the task
Card Members welcome AI-powered recommendations and solutions — but only to a point.
For example, Card Members expressed comfort with an AI-powered assistant acting on their behalf, with their confirmation, to schedule meetings and appointments (71%) or book a hotel (65%). Similarly, 79% of Card Members are somewhat or very comfortable with Gen AI analyzing their data to make personalized restaurant recommendations, while 73% said the same for hotel recommendations. However, comfort is lower in more sensitive situations, such as managing personal finances or making budgeting recommendations.
The findings suggest that customers see value in Gen AI capabilities and AI-powered tools when they make experiences easier, more relevant and more personalized, while comfort varies depending on the sensitivity of the task. As the stakes rise, trust, transparency, control and access to human expertise become increasingly important.
“Millions of Card Members choose Amex because they trust us, and our differentiator is the relationship, not the technology,” Badi said. “As we introduce new AI capabilities, we’re focused on making Membership even more valuable, so every Card Member feels known, understood and supported, however they choose to engage with us.”
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12026 Survey Methodology:
Banking 4.0 – „how was the experience for you”
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