Intelligence and digital technologies are revolutionizing the shopping experience and customer service. However, Italian consumers are demanding a balance between automation and human interaction. This is what emerges from a survey conducted by Nielsen that analyzed the relationship between Italians and technology in purchasing processes. According to the data collected, 60.6% of respondents consider human presence essential even in an increasingly technological context. In particular, 38% say they have no problem with automation, but sometimes feel the lack of human support, while 22.6% perceive the exclusively digital experience as cold and impersonal. Only 16.1% say they are fully comfortable with AI and automated processes, especially appreciating their accuracy and error reduction. The survey highlights how technology applied to customer services cannot disregard the human element to ensure a truly satisfactory experience. Moreover, 18.6% of respondents believe that a computer will never be able to fully understand people's needs, while only 4.7% are not interested in the debate.