Ofcom: Brits have mixed feelings about AI customer services
September 25, 2026



People and small businesses are using AI to navigate phone, broadband and pay TV markets, but have mixed views about it, according to a report by Ofcom. The findings are from a review by the media watchdog examining how artificial intelligence is shaping the future of customer experiences for people and businesses.

AI systems have been used for decades to automate and improve how telecoms companies manage their networks. However, in the last five years, retail providers have taken advantage of rapid advances in generative AI to support more of their interactions with consumers.


The latest Technology Tracker research found that over half (53 per cent) of adult UK internet users had interacted with a GenAI tool and/or an AI customer service chatbot in the past 12 months.

Eight per cent of online adults use an AI tool in relation to their telecoms services, with 6 per cent using one to resolve a telecoms issue, 3 per cent using AI to make a price, product or service comparison, and 2 per cent using it to make a complaint.

While many people recognise the benefits of using AI in their everyday lives, with some even preferring it to human interaction, others are concerned about the possibility of not being able to speak to a person.

Telcos are generally taking a cautious approach by applying guardrails to AI applications and restricting the functions they perform.

Despite mixed attitudes towards AI, Ofcom thinks the proportion of customers who use it to navigate telco markets could grow quickly.

AI intermediaries and personal agents

Widespread deployment of agentic AI is also likely to enable new and different AI applications in the telecoms customer journey, suggests Ofcom. AI agents – which have the potential to plan, coordinate and execute tasks with a high degree of autonomy – could select the best broadband deal for users and prepare the transaction for their approval. In the future, it might be possible for AI intermediaries – such as AI assistants – to monitor users’ telecoms accounts and sign them up to better deals when possible.

However, Ofcom’s research found that while some people recognise the time and effort that could be saved when using personal AI agents, most share concerns about risks to their personal data and privacy and feel that negotiating with a human enables them to get the best deal.

There are also a number of challenges that would need to be addressed for these applications to be implemented successfully. These include robust verification and authorisation protocols, as well as broader regulatory, physical and commercial concerns.

Monitoring developments on behalf of consumers

To date, there is limited evidence to suggest that AI applications have been a systemic cause of harm to telecoms customers. Ofcom noted that it currently believes its existing rules protect consumers effectively. However, it has clarified our expectations of telcos and others involved in developing AI applications for the telecoms sector. In particular:

It should be very clear to telecoms customers when they are interacting with a GenAI application. For example, it should be transparent to customers using GenAI-augmented chatbots that the application is powered by AI from how it describes itself.
Ofcom said it would be concerned if communications providers’ AI applications were to act as ‘gatekeepers’ that create barriers to accessing support over the channels that providers are required to make available to customers.
Ofcom said it will continue to engage proactively with industry, consumer groups and others about AI innovation and changing consumer attitudes and behaviour.

Cristina Luna-Esteban, Policy Director at Ofcom, commented: “AI has the potential to make the consumer journey in the telecoms market easier, quicker and more personalised. It could help people compare services, negotiate contracts and get more for their money. We’re working with telecoms firms to ensure a future where AI works in consumer’s best interests and firms ensure human support remains available when they need it.”