NiCE research reveals customer service happiness is rising, as general happiness declines, with 72 per cent of consumers citing AI as a key driver

NiCE’s 2025 Global Happiness Index reveals that consumers are now experiencing the benefits of AI in CX, and 69 per cent trust AI-powered companies as much, or even more, than those without it 

June 12, 2025 – NiCE (Nasdaq: NICE) has announced the findings of its 2025 Global Happiness Index, revealing a surprising contrast: while global happiness has dropped nearly 10 points, from 66 per cent in 2024 to just 58 per cent in 2025, happiness with the state of customer service is on the rise. In fact, customer service happiness surged 5 percentage points year over year, reaching a new high of 41 per cent. The key driver behind this positive shift: AI. 72 per cent of consumers now report experiencing the benefits of AI and automation in customer service. Explore the full 2025 Global Happiness Index and C-Suite Survey results here. 

NiCE’s 2025 Global Happiness Index surveyed 12,000 consumers across the US, UK, Australia, Japan, Mexico and Brazil. NiCE also surveyed 270 C-Suite executives from large enterprises across the US and UK. 

Trust in AI is also growing. In fact, 60 per cent of global consumers say they trust companies that use AI as much as, or more than, those that don’t. And that trust translates to positive sentiment: among Australian consumers who trust AI-powered companies more, 66 per cent report feeling happier with customer service, and 72 per cent feel happier overall. Regular interaction with AI boosts trust even further. Among those who use AI weekly or daily in Australia, and trust in AI-powered companies, confidence in them nearly doubles – and 57 per cent of these frequent users say AI has improved their customer service experience. 

Omer Minkara, vice president and principal analyst, Aberdeen, said, “Rising customer service happiness shows consumers want more than transactions, they want meaningful support when it matters the most. In uncertain times, exceptional service and the ability to cultivate happiness – not just satisfaction – becomes a powerful value-add that sets brands apart.” 

Yet a disconnect remains for the C-suite. Over one in three C-suite leaders globally (37 per cent) fear consumers don’t trust AI. Additionally, leaders think 24/7 availability is what consumers want the most, while consumers rank speed of resolution as their top priority. What’s more, while 68% of C-suite leaders cite customer service as their AI and automation investment priority, only 44 per cent feel very equipped to manage the transition. 

Australian consumers reported the following as the most important in making them happy in customer service: Stress-free service (43 per cent), effortless service (32 per cent), and personalised service (25 per cent). The 2025 Index also revealed the services consumers most want to be automated globally include cancelling or changing subscriptions (38 per cent), checking in/out of hotels (29 per cent), and cancelling accounts after bereavements (28 per cent). 

Almost half (43 per cent) of Australian consumers surveyed would spend more for happier experiences. On average, they are willing to spend AU$41/month for an AI assistant to handle customer service needs seamlessly – rising to US$39 in the US and almost US$50 among US Gen Z. Regionally, Brazilians are most willing to spend, while Brits the least. Executives overestimate consumer willingness, expecting a 76 per cent premium—23 points higher than reality.  

David Richie, head of customer experience, SSE Airtricity, said, “The truth is that our customers also use Google, Amazon, Netflix, and TikTok, so their expectations of AI-powered experiences are high. We’re making great strides with new technologies that deliver richer insights and smarter feedback, shaping our strategy for what’s next. Over the coming months, we will accelerate into new areas with agentic AI, virtual assistants, and smarter data insights. This is the beginning of an exciting journey.” 

Jeff Fawcett, director, call center and training, Wine Country Gift Baskets said “The last twelve months feels like a tipping point for AI and customer service – we’ve moved beyond theory and today, there’s a lot of hard, measurable data that is showing how AI is actually working in the real world, whether it’s reducing talk time, reducing staffing needs, or reducing training requirements. Looking ahead, I’m excited by the possibilities of NiCE’s CXone Mpower Copilot in speeding up seasonal onboarding and improving overall experience – ensuring agents feel better prepared, while customers feel they are in safe hands.” 

In a NiCE world, tech does the heavy lifting so you can focus on what matters—creating effortless, meaningful connections. Powered by NiCE’s AI platform, CXone Mpower, brands are turning every interaction into a moment of happiness. 

About NiCE 

NiCE (NASDAQ: NICE) is transforming the world with AI that puts people first. Our purpose-built AI-powered platforms automate engagements into proactive, safe, intelligent actions, empowering individuals and organisations to innovate and act, from interaction to resolution. Trusted by organisations throughout 150+ countries worldwide, NiCE’s platforms are widely adopted across industries connecting people, systems, and workflows to work smarter at scale, elevating performance across the organisation, delivering proven measurable outcomes.