2025年家庭服务行业消费者购买体验调研报告：人际沟通与 AI 在现代购买决策中的价值分析

How home services consumers value human connections andview Al in the modern buying journey Many Home ServicesConsumers Are Open To Al.But They Won't ForsakeHuman Connections. NeitherCan Your Business. When we last published this report in 2022, inflation had startedmaking a dent in consumers' wallets, and ChatGPT was about to takethe world by storm. Since then, inflation has chilled out (a little) whilethe Al wars have heated up. Al has quickly become integrated intoevery part of our lives, from work to home to playand our lives asconsumers. Home services brands wasted no time hitching theirwagons to Al, aspiring to increase buying journey efficiency andprovide the experiences that digital-age consumers demand. But has Al lived up to the hype for home services consumers, or has itfoisted frustration and impersonal service upon them for the sake ofefficiency and corporate penny-pinching? Can Al replace humanagents in the home services buying process? Is it all too much, toosoon? That's what this report is determined to uncover. We've found a surprising level of acceptance of home servicescompanies using Al to assist their customers during the buyingand outright rejection of getting help from Al agents. Home servicesthey still overwhelmingly prefer human assistance when they'remaking high-stakes purchases. The big takeaway is that home services businesses must strike theperfect balance of digital, Al, and the human touch and invest incohesive Al strategies across the entire buying journey. This includesusing Al in the background to help human agents perform at theirbest and provide fast, highly personalized experiences at every turn.In the rush to utilize the latest Al tech, home services brands mustensure that consumers are ready for it and that it's not used to put uproadblocks to the personal human connection that they desire. Read on to get the stats and see where home services consumers-and your business-stand in this brave new Al-powered world. About The Survey For this report, we surveyed 1,OOO consumers from the US and UKwho researched and made a "high-stakes" purchase in the last 12months in the following categories: automotive, healthcare, homeservices, insurance, financial services, telecommunications, andtravel. For this study, a "high-stakes purchase" is defined as one thatrequires time to weigh options, research, and/or devote more thoughtto before making a decision, due to the complexity and/or cost of thevehicle, service, or product. Only US data from home servicesindustry respondents is used in this report version, excludinggenerational data, which is from all respondents. Individual industrydata by generation was not statistically significant. Results may nottotal to 100% due to rounding and multiple selection options. The fieldsurvey was performed by Sago Online Research. Most Home ServicesConsumersHaveEncounteredABrand's Al. AndMany Didn't CareBrand Al vs SIDENOTE Generative Al SurveyQuestions When home services consumers are making high-stakes purchasedecisions, they have a lot of questions, and there are manytouchpoints along the way where they can get answers. Thatmeans there are also many opportunities for Al to step in andaddress their needs quickly. But are home services consumersreally ready to let Al do the talking? When asked questions about "abrand's Al', we specified that thequestions refer to Al toolsprovided by the brand they wereinteracting with-not tools likeChatGPT or Google Gemini thatthey may have usedindependently. We askedquestions specifically aboutgenerative Al use later in thesurvey. interacting with a brand's Al when making a high-stakes purchasein the last year. The big question is, did they like it? Fifty-two percent of home services respondents said thatinteracting with a brand's Al tools made their buying experiencebetter. However, the shrug is also strong, with 26% saying Al madeno difference at all, and 21% said that Al made the buyingexperience worse. INVOCAD INVOCAD 52%Al made the buying experiencebetter 11%Have not interacted with abrand's Al INVOCAD INVOCAD 21%Al made the buying experienceworse 26%Al made no difference Home ServicesConsumers HaveMixed FeelingsAbout Al Assistants Now for the mushy psychological bit-how does interacting with a brand's Alagents and tools make consumers feel? When asked to select words thatdescribe how interacting with Al during a purchase made them feel, theresults were mixed, with 24% selecting words with a negative connotation.About 29% selected words with positive connotations. The Al apathy ispresent again, with 13% selecting "indifferent": CuriousSkepticalFrustratedConfidentIndifferentRelievedConfused Many Home ServicesConsumers Feel ForcedTo Use Your Al 66%INVOCADSay they feel forced to use abrand's Al most/all of the time You always want to meet yourcustomers where they are, andforcing them into an Al workflowto get questions answered ormake a purchase is not the way todo it. 66% of home s