Gladly and Wakefield Research have released the 2026 Customer Expectations Report, revealing a critical disconnect in AI-powered customer support: while AI resolves issues effectively for most consumers, it often fails to build loyalty. The national survey of 1,000 U.S. adults shows high resolution rates but low preference for the brand afterward, highlighting that friction in AI experiences—such as looping, blocked human access, or repetition—erodes trust even when problems are solved.
Quick Intel
The findings underscore that resolution alone does not equate to loyalty in an AI-first support era. Consumers increasingly begin interactions with AI, and when it succeeds without friction, outcomes remain positive. However, the study identifies a sharp drop in brand affinity when AI interactions introduce unnecessary effort or barriers to human assistance.
Key pain points include repetitive information requests, endless looping without progress, and restricted or cumbersome escalation paths. These elements transform a functional tool into a source of frustration, causing customers to question the company's commitment to their needs.
"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."
The research highlights escalation as the pivotal moment in the customer journey. Seamless transitions from AI to human agents strengthen relationships and encourage higher spending, while poor handoffs lead to abandonment in 40% of cases. This gap between resolution metrics and loyalty outcomes suggests companies must shift focus from speed of closure to the quality of the overall experience.
Age and context further influence expectations: younger consumers may tolerate more AI autonomy for simple tasks, while others demand quicker human access for complex or emotionally charged issues. One-size-fits-all AI deployments risk alienating segments of the customer base.
The report proposes a new standard for AI-powered service centered on five guiding principles: treating AI as an entry point rather than a barrier, ensuring transparent escalation, minimizing repetition through context retention, measuring emotional satisfaction alongside resolution, and personalizing based on task and customer profile.
By adopting these practices, businesses can close the loyalty gap, turning efficient AI support into a driver of long-term devotion rather than a neutral or negative encounter.
The complete 2026 Customer Expectations Report provides deeper analysis of AI behaviors' impact on trust, loyalty, and business value, along with actionable recommendations for leaders.
About the Study Wakefield Research, in partnership with Gladly, surveyed 1,000 U.S. adults in January 2026 who actively use AI-powered customer support. All respondents had made an online purchase in the past 12 months, contacted customer service at least twice, and experienced at least one AI-driven support interaction.
About Gladly
For business leaders who want to get AI right, Gladly is the only customer experience AI that delivers the cost savings you need AND the customer devotion that drives lasting business value. Trusted by the world's most customer-centric brands—including Crate & Barrel, Breeze Airways, and Ulta Beauty—Gladly is purpose-built to engage customers, not deflect them.
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