IFH Köln study: Humans preferred over AI during purchase phase

A new study by IFH Köln, utilizing the newly developed Human-Touch-Index, examines the balance between artificial intelligence efficiency and human interaction throughout the consumer journey. The research, which surveyed 1,000 consumers in Germany, indicates that while AI chatbot usage has risen to 56% from 43% in 2025, the preference for human contact increases as consumers approach a purchase decision.

The Human-Touch-Index measures six dimensions of trust and utility on a scale of 0 to 100, where 0 represents a preference for AI and 100 represents a preference for humans. During the information and orientation phase, the index stands at 57. However, during the actual purchase phase, the index rises to 65, signaling a stronger preference for human involvement.

Human interaction is particularly prioritized in sensitive or emotional contexts. According to the findings, 88% of consumers prefer humans for emotional conversations, 74% for decisions involving goodwill or concessions, and 71% for individualized consulting.