AI in Customer Experience: The Challenges and Opportunities CIOs Face Today in the contact centre
As a CRO, I’m constantly evaluating how emerging technologies can drive revenue, deepen customer relationships, and sharpen our competitive edge. At a recent CIO roundtable, one thing was clear: artificial intelligence (AI) is no longer a future consideration, it’s a present-day priority. According to CCW Digital, 99% of organisations are maintaining or increasing their AI investment this year. That’s not just momentum, it’s a mandate.
AI Is Driving a Human-Centred Revolution
The CIOs around the table weren’t talking about AI as a tool for cost-cutting or ticket deflection. They were talking about transformation. AI is reshaping how customers perceive and engage with brands. It’s not about replacing people, it’s about empowering them.
One CIO summed it up perfectly: “AI won’t replace people. People who use AI will replace those who don’t.” That sentiment resonated deeply. AI’s role is to augment human capability, automating routine tasks so agents can focus on high-value, emotionally nuanced interactions. The consensus? The future of CX is a hybrid model: humans managing teams of AI agents, with empathy as the differentiator.
In sectors like pensions and healthcare, the ethical use of AI is paramount. Transparency isn’t optional, it’s foundational. Customers must know when they’re interacting with AI. Whether it’s a visual tag or an audio chime, these signals build trust. And trust, as we all know, is the currency of customer loyalty.
Practical Challenges from Data to Delivery
While most CIOs are still in pilot or discovery phases, clear strategies are emerging, and they start with data. Many are analysing customer interactions that exceed five minutes, identifying friction points where AI can intervene without compromising the experience.
One widely discussed use case was automating “turnkey” queries, binary, solution-oriented questions like “Would you like me to walk you through the steps to reset your password now?” These interactions offer minimal value for human agents but are ideal for AI. The result? Reduced handling time, improved consistency, and happier customers.
AI is also being used internally. A bank CIO shared how live translation and voice-to-text transcription tools cut call durations by 30% – while also improving accessibility for customers with language barriers or digital fatigue. That’s not just operational efficiency, it’s inclusive service design.
Adopting a Cautious, Modular Approach
Despite the optimism, CIOs voiced concerns about vendor lock-in. With AI features bundled into every platform, there’s a risk of building a new kind of legacy before the organisation is ready. Many are opting for modular strategies, deploying AI in manageable components across departments, then integrating them into a unified CX ecosystem.
One CIO described their approach as “divide, conquer, integrate.” It’s agile, scalable, and avoids premature commitment. But even with modularity, empathy remains central. Chatbots, when poorly designed, can frustrate more than they help. The preferred model? Humans overseeing AI teams, letting technology handle the routine, while people step in for emotive or complex situations.
Prioritisation and Data Trust
With so many potential use cases, prioritisation is key. CIOs stressed the importance of focusing on a few high-value, scalable pilots. As one CIO put it, “Even if it’s painful, you have to start somewhere.”
Data trust was another major theme. With the EU AI Act tightening the link between compliance, ethics, and security, CIOs are asking tough questions: “How do we guarantee our data can’t be taken?” Robust governance isn’t a nice-to-have, it’s a must.
AI’s Fourth Revolution and Workforce Impact
Beyond technology, the roundtable explored AI’s cultural and workforce implications. CIOs described AI as the “fourth revolution”, one that’s reshaping roles and skillsets. Actuaries becoming DevOps engineers? That’s not hypothetical, it’s happening.
Generational divides are emerging. “Native AI” workers may trust the tech too implicitly, risking a loss of critical thinking. The message? Human oversight is essential.
Geographically, the US is sprinting ahead, Europe is regulating cautiously, and the UK is balancing innovation with prudence. The EU AI Act’s requirement to disclose AI interactions sparked debate, especially since not all human interactions are ethical either.
Monetisation and the Future of AI in CX
One unresolved question: how do we monetise AI? Many organisations are still figuring out how to translate AI capabilities into business value. A compelling vision shared was that every company will eventually have its own trusted AI vendor, deeply embedded into its BI systems, mirroring AnywhereNow’s approach to embedded intelligence.
Monetisation strategies discussed included subscription models for AI-powered platforms, data-driven upselling, and ROI frameworks to benchmark effectiveness. But the key is clarity. If we can’t tie AI to outcomes, we’re just playing with tech.
Delight the Customer, Ethically and Intelligently
The final takeaway? Every decision must serve a single vision: delight the customer.
Great customer experiences drive shareholder value, strengthen teams, and differentiate brands. AI can elevate what people do, but only when deployed with ethics, process, and purpose.
Using AI for CX isn’t just about new tools it’s about a new mindset. The most successful organisations will be those that use AI to empower their people, protect their data, and never lose sight of the human experience.
As CIOs navigate this evolving landscape, their advice is clear: start small, learn fast, and keep empathy at the heart of every AI-powered interaction.
Jon Burghart is Chief Revenue Officer at AnywhereNow
Founded in 2010, AnywhereNow is a Netherlands-headquartered and fast-growing provider of Customer Experience SaaS solutions. AnywhereNow empowers voice and digital dialogues for organisations worldwide and brings to life Agentic AI platforms for increased productivity and effectiveness. AnywhereNow’s products are award-winning, recognised by industry analysts, and trusted by over 2,000 global customers, including Rabobank, DHL, Emirates, KPMG, Swarovski, Mazda, Deloitte, Aldi, Vodafone and Zeiss.
For additional information on AnywhereNow visit their Website
