AI Provides Measurable Cost Savings and Positive Impact on CSAT within the contact centre, Despite Employee Hesitancy
Content Guru Research Reveals Growing ROI from AI Adoption in CX.
Content Guru, a leading global provider of enterprise cloud Customer Experience (CX) and contact centre technology, has released new research showing tangible return on investment (ROI) from implementing AI in CX. Findings from Content Guru’s flagship AI event, brain® 2050*, reveal that over three-quarters (77.1%) of organisations surveyed there reported “significant” or “some” cost savings as a result of implementing AI technology.
Furthermore, AI’s impact on customer experience is clear: Surveying organisations that had implemented AI, over half (58.8%) of respondents said that customer satisfaction (CSAT) scores had improved as a result of using AI. No respondents said that AI had negatively impacted their organisations’ CSAT scores, highlighting immediate customer benefits and a measurable rate of return for AI implementation in CX.
Despite these benefits, Content Guru’s research shows the journey to AI adoption is not without challenges, especially employee hesitancy. Only 15.5% of organisations reported that their employees were already using AI tools before formal rollout, and 37.9% of organisations’ employees were hesitant about adopting AI tools. Encouragingly, 46.6% of employees embraced the new tools shortly after they were introduced, highlighting the importance of an employee engagement strategy around implementing AI in CX.
Martin Taylor, Co-Founder and Deputy CEO at Content Guru, commented:
“ROI for CX should never be just about cutting costs; it’s about creating better experiences for customers and workers alike. These findings confirm that AI is already delivering measurable business value when applied to CX, probably the most AI-ready field in today’s economic landscape. As AI adoption accelerates and iterates, we expect the benefits for both CX and CX professionals to grow even further.”
*Research was carried out at brain® 2050, held in London on the 15th of May 2025. The data points represent 127 CX industry experts who were surveyed at the event.
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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