Customer service: Outsourced AI tools already surpass brand's own chatbots, points Gartner

The brands are losing the battle of customer service to third-party artificial intelligence tools. A new Gartner consulting survey revealed that consumers are three times more likely to resort to external generational AI solutions than to chatbots developed by companies themselves. While the use of third-party assistants has doubled in the last year, the adoption of brand chatbots has not grown since 2022 — a clear sign that the customer prefers autonomy and faster responses outside the official ecosystem.

Why would consumers prefer outsourced AI to brand chatbots?

The main reason pointed out by Gartner is the dissatisfaction with the experience offered by proprietary chatbots. Many consumers report that these tools are limited, with generic responses and difficulty in understanding more complex contexts. On the other hand, third-party AI platforms — such as ChatGPT, Gemini and social media-integrated assistants — offer more natural, personalized answers and, above all, without the bureaucracy of going through endless menus. The research interviewed thousands of global consumers and found that the perception of utility is the decisive factor: 73% of third-party AI users claim they managed to solve their problems satisfactorily, compared to only 38% of those who used brand chatbots.

What does Gartner's research on AI in the service reveal?

The survey, conducted between January and March 2025, shows that the share of consumers who used external generativa AI tools for care jumped from 12% in 2023 to 24% in 2025. In the same period, the use of brand chatbots ranged between 8% and 9%, without significant progress. Gartner projects that if this trend continues, by 2028 more than half of customer support interactions will be mediated by third-party AI, leaving brands with an ever smaller role in the after-sales experience. Complete data are available on Retail Dive website.

How can brands adapt to the preference for outsourced AI?

In order not to lose direct contact with their customers, companies need to rethink their strategies. Instead of trying to create competitors' own chatbots, the recommendation is to integrate third-party AI APIs transparently into official channels, maintaining control over data and visual identity. Another way out is to train proprietary models with specific knowledge bases, something that big companies are already doing. This movement also implies changes in the structure of teams, as pointed out in the article on how IA rewrites the organization chart of the Big Techs, showing that support and care positions are among the most affected.

Frequently asked questions about outsourced AI in attendance

Are third party AI tools safe for customer service?

Yes, as long as companies correctly set up privacy policies and do not share sensitive data without anonymization. Gartner recommends regular audits and use of corporate versions of platforms.

What is the main advantage of third-party AIs for the consumer?

Freedom of choice and quality of answers. The user does not get stuck to a single channel and can compare solutions in real time, getting more complete and natural answers.

Will brand chatbots disappear?

Hardly, but they should migrate to more specific functions, such as authentication and simple transactions, while third-party AIs assume most of the advisory support and troubleshooting.