AI is now embedded across the customer lifecycle - from acquisition and onboarding to service, retention, and growth. But as the technology becomes structural to customer experience delivery, the governance challenge shifts from experimentation to accountability.

This executive report sets out seven practical principles for governing AI at the moments that matter most to customers.

Grounded in Europe’s harmonised regulatory landscape and aligned with the direction of the EU AI Act, the framework helps CX leaders move beyond model risk and compliance checklists – toward disciplined, journey-level governance that protects trust while enabling scale.

Customer experience has won the strategy debate. Most boardrooms know what’s at stake – and the cost of getting it wrong.

Now only one question matters: execution. With 94% of organisations prioritising CX transformation and investment still rising, advantage no longer comes from ambition. It comes from delivery. Data, technology, and teams must move together – or value seeps away.

The State of Customer Management 2026 explores how leading European organisations are closing the execution gap – and why many are not.

Customer expectations have evolved beyond what most organisations are currently equipped to meet. Isolated digital successes and incremental improvements are no longer sufficient.

What is needed is a joined-up approach that aligns intent, structure, technology, and action around the people you serve. This playbook outlines six practical steps to help organisations move from disconnected efforts to coordinated impact. It is designed for leaders seeking clarity on where to focus, how to sequence change, and how to turn ambition into lasting advantage.

The brands that know their customers before they even open communication will define the next frontier of CX – are you one of them?

Indeed, every click, every call, every website visit is a signal – and those who decode them to anticipate needs, deliver relevance, and earn loyalty before a word is spoken are setting the standard for tomorrow.

Our latest analyst report – What’s Next in Personalisation? – takes you inside the strategies powering this new era, and provides practical insights from over 100 senior CX leaders across Europe.

In an era where personalisation defines brand loyalty, Adidas has cracked the code on delivering tailored customer experiences across multiple markets. By balancing a global strategy with local precision, the brand has mastered the art of scaling personalisation without losing regional relevance. Now, in an exclusive deep dive, Stijn Bannier, Global Digital Product Director at Adidas, reveals how the brand is reshaping customer interactions through AI innovation and cultural adaptation.