AI Isn’t Costing You Customers. Bad Experiences Are

We’ve all been there: You reach out to a business with a simple question or inquiry, then wait several days for a response. Or you’re instantly greeted by an automated message or a chatbot offering immediate support. 

For years, business owners have worried that this exact moment could cost them a customer. That using AI might feel impersonal or off-putting. So they hide it, downplay it, or avoid it altogether.

But according to a new HoneyBook study in partnership with Harris Poll, only 5% of customers actually care about AI use, with 73% stating they’re open to and even excited about it, if it means getting fast responses and a better experience. The real risk to a business isn’t using AI, it’s failing to meet the expectations customers actually care about.

The real reasons a customer walks away from a business are consistent, according to the findings:

• 36% say the business was hard to reach or slow to respond
• 32% cite a lack of professionalism or reliability
• 30% point to inconsistent quality

These are the areas that break trust. Not whether a response came from a human or a machine, but whether it came quickly, clearly, and consistently. This is exactly where AI, when used well, becomes a competitive advantage.

If your goal has been to look or feel “less AI,” it might be time to ask a different question. The data suggests those concerns are misplaced, and the cost of avoiding AI may be higher than the cost of using it.

The Perception Gap Holding Businesses Back

There remains a gap between what business owners think matters and what customers actually care about. Quality of work (60%), consistency (51%), responsiveness (50%), ease of communication (47%), and availability (42%) are clients’ top expectations. 

Yet business owners are still prioritizing perception over performance to appear more “human”. The irony is that integrating AI tools will solve the very problems driving customers away. Tools that automate follow-ups, streamline onboarding, and ensure timely communication don’t replace the human touch, they just make it more reliable. 

The Businesses Gaining Speed Aren’t Hesitating

According to the U.S. Chamber of Commerce, 84% of small businesses that adopt advanced technology report gains in sales and profits. Within the study, the highest-earning businesses were in industries that constantly adapt to client needs and trends, such as web design and event rentals. 

Nearly four in five higher-earning businesses frequently test new strategies and tools to run more efficiently. Among client-facing creatives like photographers, designers, and event professionals, 93% report integrating AI into their workflows.

For a photographer, that might mean sending instant proposals instead of waiting days. For a coach, it could mean faster pricing and smoother onboarding. For a planner, it might look like instantly generated timelines.

These businesses spend less time on administrative work and more time on services that actually drive value and client satisfaction.

The Experimental Mindset

The businesses pulling ahead aren’t hiding AI; they’re the ones trying it early, refining how they use it, and moving on quickly if something doesn’t work. The hesitation that traditional, manual-first business owners face is understandable, but it’s also costly. Because while some businesses wait, others are taking advantage of operational improvements, widening the gap between businesses earning over $100K annually and those struggling to get there.

The true difference between a good business and a great one is the willingness to test, adapt, and iterate. As Harvard Business Review notes, companies that run more experiments consistently outperform those that run only a few. 

Stop Hiding AI

Not every business needs to aggressively adopt every new AI tool out there, but avoiding AI altogether out of fear isn’t the best approach for the future of your business. Customers aren’t evaluating your tech stack, they’re evaluating their experience. 

Over the next five years, nearly half of customers expect AI to improve quality and innovation, and 46% believe it will accelerate turnaround times. AI is already leveling the playing field for small businesses, giving owners access to capabilities that once required full teams.

The pattern across high-performing businesses isn’t a specific tool or technology. It’s a willingness to test what works and remove friction from the customer experience.

In today’s market, the businesses that win aren’t the ones that look less automated. They’re the ones that deliver better experiences, every single time. That’s what separates those who cross the six-figure mark from those still trying to reach it.

Methodology

This survey was conducted online by The Harris Poll on behalf of HoneyBook between August 27 and September 8, 2025, among 503 U.S. service-based small business owners and 1,002 of their “customers,” with customer data weighted to be representative of U.S. adults by age, gender, race/ethnicity, region, and income.