Top customer concerns revealed & expert tips for business owners


A recent report about consumer behaviour has revealed that almost half (47%) of UK consumers are worried about the takeover of AI and want businesses to prioritise ‘human interaction’ in 2024. 

AI technologies are reshaping how companies identify and engage with potential customers, offering solutions that enhance efficiency and effectiveness. 

However, there are widespread concerns about AI and how businesses will use it. So, what do business owners need to consider when utilising AI? 

The business sales experts at Sopro take a look at consumer concerns and offer their tips on how businesses can use AI without alienating customers. 

You can view the full study here:

RankWhich statement best reflects your view about the benefits and risks of artificial intelligence (AI)?
1I think there are equal benefits and risks43%
2I think there are more risks than benefits28%
3Don’t know16%
4I think there are more benefits than risks14%

More consumers believe there are more risks (28%) associated with AI than those who see more benefits (14%).

The main concerns about AI are the misuse of personal data (72%) and the difficulty distinguishing fake news (68%), which show significant fears about privacy and whether AI can be trusted.

Across the UK, concerns about AI’s misuse of personal data and increasing cybercrime are prevalent, with the South East in particular showing deep concern about fake news (72%).

Rob Harlow, Chief Innovation Officer at Sopro, offers his insights into the benefits of incorporating AI in business and prospecting: 

“Incorporating artificial intelligence into business and prospecting methods offers excellent potential to improve efficiency, personalisation, and decision-making. However, using AI successfully requires a thoughtful approach to balance its benefits with the risks of it not being used properly or relied on too much. 

“An overwhelming majority of AI use cases exist to augment human-based processes and whilst the hyped narrative is how AI is going to steal all of our jobs – I believe we are some way off of that. 

“Here’s how businesses can integrate AI smartly, using prospecting services to ensure that personalisation is genuinely helpful and not intrusive:

  • Start with a strategy: Define what you want to achieve with AI, whether improving lead generation, personalising marketing efforts or improving customer service. Make sure the plan aligns with the overall business goals and customer expectations.
  • Use AI to enhance, not replace, human interaction: AI can handle data-heavy tasks and initial customer interactions. However, humans should remain in the loop for complex decision-making and deeper customer engagement. This balance ensures efficiency without sacrificing the human touch that customers often value.
  • Monitor and tweak AI systems: AI is not a “set and forget” solution. Regularly review and adjust AI systems to respond to new data, changing market conditions, and customer feedback to ensure they stay relevant and effective.
  • Educate your audience: Make AI less daunting for your customers by explaining how it works and the benefits it brings. Highlighting cases where AI has added value can shift the perception from seeing AI as a basic or invasive tool to recognising it as a sophisticated and beneficial tool.

“By implementing these strategies, businesses can harness AI’s power to streamline operations and enhance the customer experience through true personalisation. With a considered approach that combines the best of digital and human resources, companies can use AI not just as a tool, but as a means to sustainable growth and customer satisfaction.”

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