Ofcom says phone and broadband chatbots should not block support

Phone and broadband providers should make it very clear when a customer is dealing with generative artificial intelligence (AI), and should not let AI tools stand in the way of support, according to Ofcom. The regulator set out these expectations on 25 September 2026, when it published its review of how AI is affecting telecoms customers. It said that there is limited evidence that AI has been a systemic cause of harm to telecoms customers, and that it currently thinks its existing rules protect consumers effectively.

Ofcom did not announce new rules. Instead, it clarified what it expects of telecoms companies and others developing AI for the sector. Ofcom said that:

• it should be very clear to customers when they are interacting with a generative AI application, for example from how a chatbot describes itself
• AI tools should not act as 'gatekeepers' that create barriers to the support channels providers have to offer customers

Ofcom's research found that just over half (53%) of UK adults who use the internet had used AI in the past 12 months. Ofcom counts both AI tools that people use themselves, such as AI assistants, and the customer service chatbots that companies run. It does not say how many used each. Fewer had used AI for something to do with their phone or broadband:

• 8% had used AI in some way for their phone or broadband services
• 6% had used one to resolve a telecoms issue
• 3% had used one to compare prices, products or services
• 2% had used one to make a complaint

The figures come from Ofcom's Technology Tracker, for which Ipsos interviewed 4,033 UK adults aged 16 and over between 6 March and 30 June 2026.

Views on AI were mixed. Ofcom said that some people prefer it to talking to a person, while others are concerned that they might not be able to speak to one. One person in its research said: "AI is only a robot. It's not got empathy or compassion. I'd prefer to speak to a human."

Cristina Luna-Esteban, Policy Director at Ofcom, said:

AI has the potential to make the consumer journey in the telecoms market easier, quicker and more personalised. It could help people compare services, negotiate contracts and get more for their money. We're working with telecoms firms to ensure a future where AI works in [consumers'] best interests and firms ensure human support remains available when they need it.

What it means for consumers

Ofcom's rules say that providers must let customers complain by phone, by post, and by email or online. Ofcom's review also says that providers' chatbots must work for disabled customers and for others who need extra support.

Home customers and small businesses whose complaint is not sorted out after 6 weeks can take it to a free, independent complaints scheme. They do not have to wait 6 weeks if the provider confirms in writing that it cannot resolve the complaint. Ofcom cut the wait from 8 weeks to 6 for complaints made from 8 April 2026.

Our guide explains how to complain to a phone or broadband provider and when to take it further. Energy customers are covered by different rules: as we reported in July on British Gas and customer service, Ofgem's rules mean energy suppliers must let customers get in touch by more than one method, including by phone.

What happens next

Ofcom said that it will keep talking to industry, consumer groups and others about AI, and will review evidence of harm promptly. It plans to publish more research on trust in AI chatbots in spring 2027.