AI is becoming a standard part of customer experience architecture.
New data reveals artificial intelligence is becoming a major customer experience tool.
“The 2025 CX Landscape,” a survey of more than 1,000 in-house customer experience leaders across the U.S., U.K. and Canada conducted in November of 2024 by Nextiva and Dimensional Research, finds that AI is now a nearly universal component of customer experience architectures.
More than nine-in-10 (92%) respondents have adopted AI. Of those, 24% characterize themselves as “early stage,” 31% as “in process” and 28% as “established.” Only 9% called themselves “mature” in their AI adoption.
Looking at reasons why organizations invest in customer experience AI technology, the survey found that 54% of respondents cited revenue generation as a primary reason to invest in AI, with process improvements/efficiency gains (46%), customer demand (40%) and competitive pressure (39%) following.
Demonstrating innovation (35%) and curiosity (26%) were also cited. Respondents also reported a dozen different current and future use cases. Using generative AI to write to customers (64%), agent assist tools (60%), self-service (57%) and quality assurance (53%) were the most common use cases for AI in customer experience.
Almost all (98%) respondents said a smooth handoff between AI interactions and human agents is essential. However, nine-in-10 respondents using AI for customer experience reported struggling to reduce friction in this transition.
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Employee resistance topped the list of barriers (36%), followed by customer resistance (29%) and then technology issues such as lack of integration (29%) and legacy technology (27%).
To help lessen this friction, 51% of respondents said their company would benefit if human agents could oversee AI interactions and assist as needed. Eight-in-10 (81%) said consolidating customer data into a single system would generally improve customer experience.
