#United States #Santa Barbara #Invoca #AI Assistance #Buyer Journey

Exploring the B2C Buyer Experience: AI Meets Human Support

Invoca, a trailblazer in AI-powered revenue execution platforms, has recently released its findings from the B2C Buyer Experience Report 2025. This comprehensive study delves into how modern consumers navigate their purchasing decisions, especially when it comes to complex, high-value purchases across various sectors such as automotive, healthcare, and travel.

The report reveals an interesting paradox in consumer behavior: while the adoption of AI has dramatically improved the information-gathering phase of the buying journey, most consumers prefer human interaction, especially during critical decision-making moments.

Insights from the Study

The study surveyed 1,000 consumers who were engaged in “high-stakes” purchases and garnered the following key insights:

• - 77% of respondents are more inclined to use AI-powered brand assistants when they know human representatives are readily available for support.
• - 67% of consumers expressed a preference for human assistance for intricate purchases, showcasing a desire for a balanced approach where human empathetic interaction remains vital.
• - A surprising 41% reported that they employ generative AI tools, like ChatGPT, to assist in their purchase decisions before even initiating contact with a brand. This reveals a growing trend where AI is integrated into the research phase rather than serving as a replacement for human touch in customer service.

The Role of AI in the Research Process

The study highlights how consumer behavior is evolving with the introduction of generative AI:

• - 46% of respondents still primarily rely on traditional search engines to conduct their research. Nevertheless, 44% now use both search engines and AI platforms in conjunction.
• - The data indicates a generational shift, as younger consumers are more likely to embrace AI technologies in their purchasing journey compared to older demographics. Notably, only 20% of Baby Boomers use both AI and search engines when researching purchases.

Human Connection: The Cornerstone of Decision-Making

Despite the technological advancements brought forth by AI, an overwhelming 84% of participants emphasized the importance of human connection, particularly during high-stakes transactions. The desire for immediate assistance has led to an increase in preference for phone communications, rising from 32% in 2022 to 44% today.

According to the findings, 67% of buyers actually reached out to businesses via phone during their research period, underscoring the necessity for seamless integration of digital and verbal communication methods.

Turning Data into Action: Creating a Balanced Customer Experience

One of the biggest takeaways from Invoca's study is that brands must ensure customer experiences are designed to facilitate the synergy between AI efficiency and human empathy.

• - As consumers continue to leverage AI for initial research, brands have a unique opportunity to use that data to provide personalized follow-ups via human representatives.
• - Brands need to develop strategies that not only embrace AI capabilities to enhance operational efficiency but also prioritize maintaining strong human relationships throughout the buying process.

Peter Isaacson, CMO at Invoca, summarized this necessity: "It's about marrying the speed of AI with the empathy only humans can provide, particularly in significant purchase moments like buying a car or choosing insurance."

Conclusion

This compelling report by Invoca highlights that the future of consumer purchasing experiences is one where AI serves to empower and assist humans, rather than replace them. For businesses focused on growth, understanding this balance is crucial in earning consumer trust and driving successful engagements in an increasingly AI-driven marketplace.

For those interested in more in-depth insights, the full report and additional resources can be found on Invoca's official website.