Study: 83% of HK AI natives still want human support

Despite a strong preference for artificial intelligence (AI), 83% of rising "AI natives" in APAC and Hong Kong still want the option to speak to a human agent, a study finds.

Commissioned by Zoom and conducted by Kantar, the study was carried out from 4 to 22 July. It surveyed 2,551 respondents aged between 18 and 45 across eight regions, including Australia, Hong Kong, India, Indonesia, Malaysia, Singapore, South Korea, and Taiwan.

The study defined "AI natives" as respondents aged between 18 and 24 who are current AI users, have AI knowledge, and have early AI exposure. This exposure was measured by smartphone usage before age 15, as phones contain AI applications.

The study reveals a strong adoption of AI by Hong Kong’s AI natives, with 85% “almost” or “fully” embracing the technology in their personal lives. This enthusiasm extends to the workplace, where 66% of Hong Kong’s AI natives express positive attitudes towards AI at work, and 76% believe it is important for employers to provide access to AI tools to their workforce, reflecting the city’s digital-first economy and rapid adoption of new technologies.

In customer service, AI natives in Hong Kong support the integration of AI for quick service resolutions, with 35% valuing tools such as chatbots as a self-service option for resolving queries. Yet, their preference for speed does not come at the expense of human support, as 83% of Hong Kong’s AI natives stress the importance of having the option to escalate to a human agent during a customer interaction. This evolving expectation is leading organisations to seek solutions that harness the combined strengths of AI and human connection.

The AI-human CX balance

When it comes to customer experience (CX), the pursuit of convenience and quick resolutions in customer support unites both Hong Kong AI natives and non-AI natives. However, the rise of AI natives is setting a new standard for CX that brands must meet.

In fact, 77% of AI natives in Hong Kong advocate for businesses to offer AI chatbots, believing that they provide faster service resolutions. In line with this, AI natives (22%) were almost three times more likely to say that they prefer using AI chatbots or agents throughout their customer journey, compared to non-AI natives (8%). By contrast, the top channel preferred by non-AI natives (38%) was traditional phone support, highlighting a difference in customer engagement preferences.

Despite their enthusiasm for AI, Hong Kong’s AI natives still want the option to escalate to a human agent during a customer interaction. The main reason for switching is that AI responses are often perceived as too generic or unhelpful (57%), compounded by the perception that only a human agent can correctly understand the nuances of their problem (41%). As a matter of fact, the research underscores a consistent finding across APAC that trust, understanding, and complex problem-solving still require the human touch, even as AI is valued for efficiency.

Beyond their preference for human-AI integration, both AI natives and non-AI natives cited that disjointed CX — such as delayed responses (45%), having to repeat information when transferred from a chatbot to a human agent (40%), and receiving different answers across channels (32%) — are common challenges that erode brand confidence and loyalty, with almost half of Hong Kong respondents (49%) reporting they sometimes abandon an engagement after a poor experience.

Reshaping work with AI

AI is now essential for APAC professionals, with 97% of Hong Kong respondents using it at work. Local AI natives use it for core tasks such as writing and translation, crediting it with boosting productivity (92%) and collaboration (72%). Most (76%) believe employers must provide AI tools to stay competitive, indicating that integrating AI is crucial for attracting and retaining talent.

These expectations are reflected in the specific advancements they anticipate. More than four in 10 AI natives in Hong Kong expect AI to improve accessibility by supporting diverse workplace communication needs (43%) and to deliver proactive problem-solving by flagging errors before they escalate (42%). For Hong Kong businesses, this underscores that AI's role has moved beyond mere efficiency to become central to strategic execution, teamwork, and day-to-day output.

Hong Kong employees show high satisfaction with workplace AI (68% of AI-natives, 61% of non-natives). However, a significant performance gap exists—70% of AI-natives find tool-switching disruptive, compared to 48% of non-natives. Trust issues also persist, with over half of AI-natives citing inaccurate outputs and data privacy concerns.

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“Hong Kong AI natives are fundamentally reshaping the future of business, charting a new course for both customer and employee experiences. In the meantime, organisations must also account for the fact that their non-AI native counterparts engage with these tools with a fundamentally different level of preparedness,” said Michelle Leung, head of North Asia at Zoom.

“The future of productivity and customer engagement lies in AI that amplifies, not replaces, human interaction — preserving the connection essential for solving nuanced problems and building trust. For businesses to thrive, the strategic imperative is to create a harmonious partnership between technological efficiency and essential human connection. This evolution is critical for unlocking new levels of efficiency, loyalty, and innovation,” she added. 

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