AI is reshaping customer experience, but many organizations are struggling to meet rising customer expectations. The study finds that customers increasingly expect fast, personalized, and seamless service across every channel, while businesses often overestimate the quality of the experiences they deliver. Success in the AI era requires more than deploying chatbots or copilots—it depends on combining AI with human expertise, unified customer data, and connected CRM platforms. The report recommends six priorities: redefine CX success metrics around outcomes, move beyond basic AI assistants, expand autonomous self-service, prepare employees to work alongside agentic AI, treat CRM as the core experience platform, and unify enterprise data to power intelligent, context-aware interactions.

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