British Gas is betting big on AI — and 1,300 call centre workers are paying the price
Centrica, the parent company of British Gas, has confirmed it will cut 1,300 call centre jobs over the next two years. The company says the move is part of a “targeted deployment of AI tools” and a shift in how customers interact with the brand.
Here’s the breakdown: 800 roles will go due to AI-driven automation, on top of 500 cuts announced just last month. The job losses will hit customer service teams in Glasgow, Edinburgh, Cardiff, Leicester, Stockport, and Leeds.
Some positions will simply disappear through natural attrition — employees leave, nobody gets hired to replace them. The rest will come through compulsory redundancies. Trade unions are furious, warning that Centrica is handing hundreds of human jobs to chatbots.
What Centrica’s CEO says about AI and customer preference
Centrica CEO Chris O’Shea insists AI isn’t the direct cause of the cuts. Instead, he points to customer behaviour. According to him, more than 90% of British Gas customers now start with digital channels, and call volumes have fallen by 20% (via The Guardian).
But here’s the thing: choosing to open an app or check a website first doesn’t mean customers prefer talking to a chatbot. It just means they prefer convenience. Those are two very different things.
What the surveys actually say about AI support
The evidence that people prefer human support is pretty overwhelming. A February 2026 SurveyMonkey report found that 79% of Americans strongly preferred dealing with a person. Only 8% actively preferred AI. And 81% believed companies were introducing AI mainly to save money — not to improve service.
Another survey from Pegasystems, conducted by YouGov among more than 4,700 consumers in North America and the UK, found that 66% preferred human-led support. Around 46% said AI rarely or never solved their problem. Just 2% wanted to deal only with chatbots.
Neither survey looked specifically at British Gas customers. But both suggest Centrica may be confusing a preference for digital tools with a preference for AI. AI customer support might be efficient, but it’s not what most people actually want.
When does AI customer service actually work well?
To be fair, AI has its place. It works brilliantly when the problem is simple and the customer wants a quick answer. Research published last year cited an Intercom survey where 61% of consumers preferred AI for fast replies to routine questions.
There’s also a strong financial incentive. One 2026 industry report estimates that AI can cut the average cost of a customer interaction from $4.60 to $1.45. AI agents can also solve between 76% and 92% of basic ecommerce requests.
So yes, for checking a bill, changing an appointment, or tracking a delivery — a chatbot is often fine.
The real problem: complexity
But a serious billing dispute? An error that’s cost you money? A vulnerable customer who needs extra help? That’s where AI falls apart. The same surveys that show preference for humans also show that satisfaction plummets when a chatbot fails to resolve a complex issue.
British Gas customers may well be happy to check a bill online. But when the problem becomes complicated, most people still want to speak to a human being. The available evidence is pretty clear on that.
Centrica’s move might save money in the short term. But if customers feel forced into chatbot vs human support situations they don’t want, the long-term cost could be far higher.
Trade unions have called for more transparency around how AI decisions are made. They’ve also asked Centrica to guarantee that vulnerable customers can still reach a human agent. So far, the company hasn’t given clear answers.
What this means for the future of customer service
This isn’t just about British Gas. It’s a signal of where the industry is heading. Call centre AI trends show that automation is being rolled out across sectors — telecom, banking, retail, utilities. And in every case, the same tension appears: companies want to cut costs, customers want to talk to people.
The smart approach probably isn’t all-or-nothing. It’s about routing simple queries to AI and escalating complex ones to humans quickly. But that requires investment in intelligent routing, not just cutting staff.
For now, British Gas customers might want to keep the phone number handy. The chatbot might be able to handle a meter reading. But when something actually goes wrong, you’ll likely want a human — and there will be fewer of them available.