Gas Giant Reveals: Customers Prefer AI Support Over Human Representatives Amid Job Cuts
British Gas has recently announced a significant reduction in its support workforce, affecting 1,300 call centre jobs. This move has been attributed to shifts in customer preferences and the increasing use of artificial intelligence tools. Centrica, the parent company of British Gas, plans to implement these changes over the next two years, impacting teams in cities including Glasgow, Edinburgh, Cardiff, Leicester, Stockport, and Leeds.
Acknowledging the Shift in Customer Behavior
Centrica’s CEO, Chris O’Shea, emphasized that the evolution in customer habits drives this transformation. He reported that more than 90% of British Gas customers now initiate their inquiries through digital platforms, leading to a 20% decline in phone calls. Interestingly, this trend does not necessarily mean that customers prefer chatbot interactions over human support.
Do Customers Actually Prefer AI Support?
Contrary to the company’s assertions, various surveys highlight a strong inclination towards human-led customer service. In a February 2026 SurveyMonkey study, it was revealed that 79% of Americans favored speaking with a person, while only 8% expressed a preference for AI. A staggering 81% believed that companies were adopting AI primarily to reduce costs, not to enhance customer experience.
AI chatbot
Additionally, a survey from Pegasystems, involving over 4,700 consumers across North America and the UK, found that 66% preferred human support. Among respondents, 46% indicated that AI rarely or never resolved their issues, while a mere 2% wanted exclusively automated responses.
While these surveys do not examine British Gas customers specifically, they suggest that Centrica may misinterpret the preference for digital tools as a preference for AI solutions.
When Does AI Customer Service Shine?
AI can effectively address straightforward concerns where customers seek quick answers. A recent Intercom survey noted that 61% of consumers appreciated AI’s speed for routine inquiries.
British Gas
Furthermore, the financial benefits of implementing AI are compelling. A 2026 industry report estimates that AI could reduce the average cost of customer interactions from $4.60 to $1.45, with AI agents resolving between 76% to 92% of basic e-commerce requests.
However, while British Gas customers may be comfortable managing simple tasks like checking a bill or rescheduling an appointment online, they are likely to seek human assistance during more complex issues, such as billing disputes.
In the landscape of evolving customer service, finding the right balance between human touch and technology is essential. As companies continue to adapt, the voice of the customer remains a key element in shaping effective support strategies.
As we reflect on these developments, consider reaching out to your service providers. Share your preferences and ensure your voice is heard; after all, your experience matters!
