According to a new study from Genesys, there is a significant disconnect between how companies are deploying artificial intelligence (AI) systems and the AI governance measures in place to ensure its safe use.
The findings from the global cloud leader in AI-Powered Experience Orchestration show that while four in five customers want clear governance over AI, fewer than 31 percent say their organizations have established company-wide AI policies.
Similarly, CX Network’s Global State of CX 2025 report found that a staggering 48 percent of practitioners do not have an organization-wide approach for generative AI best practices.
AI governance vs. innovation
Warning that technological advancements must be matched with accountability, Olivier Jouve, chief product officer at Genesys, said: “Agentic AI is opening up exciting new possibilities for how organizations serve their customers, but earning consumer trust has to grow alongside that progress,” he said.
“As these systems take on more responsibility, it’s essential that businesses stay transparent and accountable in how they’re used. With the right guardrails in place from the start, companies can build lasting confidence by responsibly innovating customer experiences that deliver new levels of personalization and effectiveness.” Clearly, governance cannot lag behind innovation in the eyes of the consumer.
The rise of agentic AI
The research also highlights the rapid rise of “agentic AI” – autonomous systems capable of reasoning and making decisions independently – within enterprise customer experience (CX) strategies. A staggering 91 percent of CX leaders believe this technology will enable faster and more personalized service, according to the findings. However, the data reveals a governance gap that risks eroding consumer trust, potentially damaging brand reputation and triggering regulatory challenges.
Inaccurate data is also an issue. The findings show that 37 percent of consumers believe AI “hallucinates” and fabricates information. Also, 59 percent of CX leaders acknowledge hallucinations as real.
Commenting on the role of trust in competitive differentiation, Jaakko Lempinen, chief customer and portfolio officer for Yle Finland and a CX Network Advisory Board member says that “customer trust is built through transparency and governance of AI systems.”
A window of opportunity
The research, conducted in June 2025, does point to a window of opportunity for AI adoption. It was reported that more than half of consumers (58 percent) say they do not mind whether their issue is resolved by a human or AI, as long as it is resolved quickly and completely.
As Dominik Olejko, who has worked for H&M, IKEA and Decathlon, said, AI is becoming “the backbone of scalable, efficient and hyper-personalized CX strategies.”