HOW AI IS TRANSFORMING cx
Artificial Intelligence (AI) has been transforming customer experience (CX) at every stage of the customer journey, from marketing and sales to post-sale support. Once viewed mainly as a tool for service automation, AI is now a key driver of multiple customer interactions, helping brands create seamless, meaningful customer experiences and giving CX teams the power to deliver interactions that are both personal and efficient.
Top trends changing the role of the CX practitioner
AI is dominating the top trends changing the role of CX practitioners. Following the recent arrival of agentic AI and copilots, AI-powered technologies for operations, followed by generative AI chatbots and virtual assistants have merged as top trends.
With great AI comes great responsibility
The increased use of data and sophisticated AI technologies also calls for specific leadership strategies. However, 48 percent of practitioners do not have an organization-wide approach for generative AI best practices and governance, according to our Global State of CX survey.
AI leadership is particularly relevant as, elsewhere in the survey, 66 percent of practitioners either agreed or strongly agreed that customers are concerned about AI ethics and the future development of AI in end-to-end CX.
of practitioners do not have an organization-wide approach for GenAI governance
Tips for AI and data governance best practices
- Be transparent about how customer data are stored and used
- Prioritize data security and privacy
- Give customers control over their data, for example, by allowing them to opt-in and customize data sharing preferences
- Demonstrate and communicate how AI will benefit customers
- Provide feedback channels to ensure their customer’s concerns around AI and data use are captured
Source: Annette Franz, CEO, CX Journey Inc.
In CX Network’s latest Global State of CX survey, 67 percent of respondents said they either agree or strongly agree that customers are concerned about ethical AI use and the future development of AI for customer experience. Elsewhere, 38 percent said that awareness of how AI uses their data is among the top three customer concerns at present.
In CX, trust is key to creating and maintaining customer loyalty. By giving customers control over their data and being transparent, brands can enhance CX in ways that are both innovative and respectful of customer rights.
Not only does a robust governance model allow an organization to work within established frameworks and greatly reduce the risk of costly and embarrassing AI mistakes, as a company policy it supports strategic and people-related decisions, gives all employees a clear rulebook by which to operate, and builds trust with stakeholders, including customers.
Our Global State of CX survey reveals a clear shift toward intelligent, efficiency driven investments. Automation of CX and service functions leads the way at 24%, making it the top priority for the year, closely followed by AI/ML for business operations. With AI anchoring 2 of the top 3 investment areas, it’s evident that intelligent automation is becoming the backbone of CX strategies.
