What CX Leaders Can Expect From AI in 2025

What CX Leaders Can Expect From AI in 2025

An interview with Martin Taylor, Co-Founder and Deputy CEO of Content Guru

Q: After gaining momentum throughout 2024, will Generative AI continue to go from strength to strength this year?

Generative AI has faced somewhat of a reality check recently, with Gartner predicting that 30% of generative AI projects will be abandoned after proof of concept by the end of this year, due to poor data quality, inadequate risk controls, escalating costs, and unclear business value.

However, when applied to Customer Experience (CX), Generative AI is set to be transformative in creating hyper-personalised, super-efficient engagement that creates competitive advantage at all levels; and will begin scaling the Gartner Hype Cycle’s ‘Slope of Enlightenment’.

AI’s central role in creating streamlined, hyper-personalised interactions is just getting started. In 2025, we’ll see AI shift from high-risk experiment or IT hobby project to an essential tool that helps businesses deliver more personalised, more efficient customer interactions at scale. For CX leaders, the focus is now on where AI can make a clear impact. That means tackling data quality, managing safety risks, and using AI in ways that directly improve the customer experience and organisational efficiency.

Q: There is a lot of talk around the impact of Agentic AI, how will it transform CX?

Agentic AI focuses on autonomous decision-making, shifting from “human-in-the-lead” to “human-in-the-loop” systems. 2025 will see so-called ‘Agentic AI’ begin to carve out a niche in CX, focusing initially on low-risk, goal-driven applications where AI autonomy can deliver measurable value.

Until now, Large Language Models (LLMs) were commonly used to generate content; Agentic AI enables LLMs to take on more agency and carry out tasks based on prompts from external events. Under adequate human supervision and with appropriate regulation, such capabilities will enable the emergence of a goal-driven machine workforce that autonomously makes plans and takes actions at scale, using a degree of sophistication that was not previously possible.

Q: Can we expect to see a rapid expansion of Agentic AI in CX in the coming year?

While fully autonomous systems may still be out of reach in 2025, the beginning of Agentic AI’s Hype Cycle will involve finding low-risk use cases where humans are currently in the lead and could move safely from the driving seat to an over-watch role.

While autonomy may be a longer term goal, practical AI systems still require significant human supervision, especially in sensitive applications. Success will depend on clear guardrails, robust testing methodologies, and incremental deployments in tightly controlled environments. As the technology matures and develops, Agentic AI will start taking the lead in certain areas and humans will be there to monitor and step in to support, as and when required.

Q: To what extent will new AI regulation alter the use of AI in 2025?

As new AI regulations come into force around the world, proactive compliance will be the key to building and maintaining customer trust. With AI’s widespread adoption in the CX space, leaders should be keeping a close eye on proceedings to stay ahead of upcoming regulatory changes, whilst embedding a dynamic compliance regime into their operational processes.

The challenge will be the pace of upcoming regulations- and the winners will be those organisations who can keep their AI-powered CX on the right side of a constantly-shifting legal line without disrupting service. CX-focused organisations who can digest this new diet of change will not only avoid potential pitfalls but also earn the trust of customers who value respect and responsibility in the way their data is used. Remaining one step ahead will be vital for businesses looking to set high CX expectations over the coming year.

 

 

Content Guru is the world’s foremost vendor of mission-critical, high-scale, feature-rich cloud contact centre and CX (customer experience) solutions.

Available in over 150 countries, storm® is the only cloud platform trusted to run national blue-light emergency services and its CX solutions have delivered the highest customer satisfaction scores in multiple industries for many of the globe’s largest organisations. Its brain® AI services provide leading automated and human-assist capabilities to bolster contact centre performance.

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