The brands that will win in 2026 and beyond are those that make every experience feel instinctive – smart, seamless, and unmistakably human.

The old adage about ever-rising customer expectations has never rung truer, and the leaders pulling ahead are those who can anticipate needs before they surface, personalise at pace, and reinforce trust through every interaction. Empathy, intelligence, and proactive care are no longer differentiators – they’re the new baseline.

Here, we distil insights from senior CX leaders at Zurich Insurance, Sky, and Utilita Energy to reveal:

• Why empathy-led, AI-enabled experiences are reshaping competitive advantage
• How real-time personalisation is becoming the new customer expectation
• Why anticipatory service will define the brands customers trust most
• The CX leadership trends that will come to the fore in the short- and long-term

The transformation of CX is underway. Those that move boldly now will set the benchmark for everyone else.