PORTLAND, Oregon — ServiceForge has released a new research report examining how consumers feel about artificial intelligence in customer service for local service businesses.

The report, titled "Keep Service Human," is based on original survey data and finds that most customers still prefer speaking with a human representative rather than an AI bot, particularly when contacting essential service providers.

According to the findings, 85% of consumers said they prefer to speak with a real person when contracting a local service business. One in three respondents reported they would hang up immediately if they reached an AI-driven customer service bot.

ServiceForge noted that these reactions could translate into missed opportunities and lost jobs for service-based companies relying too heavily on automated call handling.

“AI has a role to play in automating back-office tasks and improving efficiency,” said Jane Blanchard, head of brand and marketing for ServiceForge. “But when a customer is calling because their heat is out or their basement is flooding, they want things AI can’t deliver: empathy, understanding and reassurance.”

Additional survey results showed that 83% of respondents have actively requested to speak with a human representative instead of AI, while 54% described AI-powered customer service as frustrating. The report also found that 73% of consumers said resolution is more important than how quickly a call is answered.

While ServiceForge focuses on skilled trades and home services, respondents expressed similar concerns about AI-driven customer service in other industries, including healthcare, real estate, and legal services.

Blanchard added that customers are more likely to leave positive online reviews and express trust in companies that offer human-led customer support, which can serve as a differentiator in competitive local markets.

The full "Keep Service Human," report is available at