CX Network’s research into the Global State of CX found that AI for operations, AI agents, AI-first customer journeys and conversational AI chatbots are the top four CX trends for 2026. At the same time, we found that 39 percent of CX practitioners expect spending on insights, data and analytics to increase in 2026. This is no coincidence - data is the foundation of AI, and having poorly governed data all but  guarantees an unsuccessful AI deployment.

This signals a challenge for a number of organizations; failure to ensure the quality of data can compromise the performance of AI models, resulting in bias, hallucinations and even brand damage.

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