AI in CX: Where Are We?

AI has secured its place on the boardroom agenda, but investment is yielding mixed returns.

As organisations race to embed AI across customer operations, execution complexity is beginning to assert itself. Most organisations can point to AI deployments. Far fewer can point to measurable changes in customer and employee outcomes. Indeed, across industries and across the B2B B2C divide, a significant share of AI investment remains locked in configurations that are too narrow to meaningfully affect the metrics that matter.

This analyst report explores where organisations stand on AI in CX today. It unpacks what separates high-performing adopters from the rest, and the strategic, operational and leadership decisions that will define the next generation of competitive advantage.

Select findings include:

66% of CX leaders now consider AI a high or very high strategic priority – yet 62% of organisations remain stuck in the earliest stages of maturity.
Just 22% have successfully embedded AI at scale, creating an increasingly difficult gap for late adopters to close.
Zero organisations report enterprise-wide commercial impact from AI in CX, despite growing investment.
42% say moving from pilot to scaled deployment is their biggest barrier to value creation.
86% still lack advanced AI-driven personalisation capabilities, leaving significant competitive advantage untapped.
62% plan to increase AI investment over the next 12 months, intensifying competitive pressure across every sector.

Download the report to benchmark your organisation, understand where market leaders are pulling away, and identify the decisions that will determine whether AI becomes a source of efficiency – or lasting outperformance.

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