PwC: In banking, customers want AI to offer control and access to a human, not warmth
In PwC's survey, only 3% of respondents cite friendliness and empathy as a reason to use an assistant; expectations center on control and privacy.
What's happening
According to CustomerFirst, PwC's survey of 1,053 Dutch bank customers found that they value control, privacy, and access to a human agent over a humanlike appearance in an AI assistant. Among respondents, 52% say they must be able to switch to a human agent at any time, and 47% require a guarantee that their data will not be shared with outside companies.
Behind the number
In 2026, PwC surveyed 1,053 Dutch bank customers and held qualitative interviews with Gen Z customers.
Whose desk it lands on
The executive responsible for digital channels. At which step, and how seamlessly, does the assistant hand the customer over to a human agent?
Our view
The CX Brief's interpretation, not a claim made by the source.
Customers don't expect friendship from their bank's assistant; they want to be able to reach a human when they get stuck and to have their data protected. These two conditions, named by 52% and 47% of respondents respectively, top the list in a survey where only 3% cite empathy as a reason. Lately, one finding dominates every study: consumers want to be able to reach a human in customer service whenever they choose. Brands that turn this into an opportunity will stand out.
Source
Source:PwC·Sample: 1,053 Dutch bank customers
Reported by: CustomerFirst·October 29, 2026
Conflict of interest: This is PwC's own research, not a study by an independent research organization.
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