Saudi consumers want AI that understands them, not just serves them, according to ServiceNow research
ServiceNow, the AI platform for business transformation, has released its Consumer Voice Report 2025, revealing a shift in what Saudi consumers expect from customer service. It’s no longer enough for AI to simply automate tasks or respond quickly. Today’s consumers want AI that works hand in hand with emotional intelligence to deliver more human, intuitive service. A growing number of Saudis believe emotionally aware AI will define the future of customer experiences.
The ServiceNow Consumer Voice Report surveyed over 17,000 adults across 13 countries in Europe and the Middle East, to explore evolving perceptions of AI in customer relationships and how emotional intelligence plays a role.
Some key findings reveal that consumers in Saudi Arabia strongly value human interactions:
- Over 21% of Saudi consumers say they prefer a phone call with a human, unless they’re calm, tired or confident.
- Only 18% of Saudi consumers say AI chatbots have exceeded their expectations, while 43% feel they’ve fallen short and 39% say they’re just meeting the mark.
Saif Mashat, Area Vice President, ServiceNow MEA, said: “Up until now, AI-powered chatbots have been efficient but often fail to understand emotional cues. In Saudi Arabia, 51% of consumers see this as a clear sign they’re speaking to AI. But expectations are shifting. AI can no longer simply automate tasks; it must recognise emotional cues, adapt responses, and work alongside human agents. With advancements like agentic AI, the future of customer experience lies in technology that makes interactions more intuitive, empathetic, and frictionless.”
The Trust Gap Remains – But Is Shrinking
While consumers in Saudi Arabia are warming up to AI, trust in it for high-stakes tasks remains limited:
- Only 9% currently trust AI to handle a transaction dispute.
- 65% of those who don’t currently trust AI say they would trust it to dispute a transaction within the next three years.
- 71% say they would never trust AI to do so.
Younger Saudis are seeing the difference
- 55% of 18–34-year-olds associate fast responses to queries with interacting with AI chatbots, highlighting the expectation for quick and seamless digital support.
- In contrast, only 29% of older Saudi consumers associate failure to understand emotions in customer service with AI more than they would a human.
Closing the gap on AI’s growing pains
Businesses have invested heavily in AI-powered customer experiences, yet customer expectations keep rising. According to Gartner®, “84% [of business leaders] agreed that customers have higher expectations for service now than in the past.” To close the gap between investment and impact, AI must enhance — not just automate — the customer experience.
By bridging these gaps, businesses can unlock AI’s potential as a powerful partner, fostering trust and driving exceptional results.
Download the full ServiceNow Consumer Voice Report 2025 here.
