QUALTRICS: KEY ACTIONS TO REALISE THE VALUE OF AI IN CUSTOMER EXPERIENCE:
• Set AI ambition and value strategy to decide where to invest in AI.
• Establish risk and ethics guidelines for responsible and compliant AI use.
• Create the technology and data foundation to evolve and grow with AI technology.
• Design AI organisation and governance teams to oversee company-wide implementation.
• Launch high-impact priority use cases to build momentum for expanded implementation.
• Develop the talent strategy with employee training.
• Lead the cultural shift of embracing AI as a core enabler of customer experience.
Other benefits of using AI in CX include consistency of brand message and interaction across channels – according to a study by Zendesk, 73 % of customers want to be able to start conversations on one channel and continue on another. It also improves operational efficiency as a result of streamlined processes from chatbot and virtual agents capable of handling thousands of simultaneous queries with consistent accuracy, and improved customer retention. Verizon’ s use of Google’ s Gemini AI to assist its contact centre agents demonstrates how effective these gains can be. The company uses AI to access approximately 15,000 internal documents to provide real-time assistance during customer interactions. Since its full deployment at the start of 2025, Verizon has reported a nearly 40 % increase in sales.
According to Qualitrics’ research, businesses can add the most value from AI across three primary areas. Increased productivity, such as by automating routine tasks, contributes an estimated US $ 420 billion, accelerated topline growth adds US $ 260 billion, and streamlined processes, such as automatically solving customer issues, saves organisations US $ 180 billion annually.
“ Integrating AI and specialised agents into the customer experience process boosts productivity by automating tasks such as call routing, post-call documentation, and real-time data analysis,” says Matt.“ This allows human agents to focus on more strategic, high-value interactions while providing valuable insights through natural language processing and behavioural analytics.
“ Also, it can create a seamless, omnichannel experience that aligns with customer expectations. These factors together drive operational efficiencies and support long-term strategic growth
96 May 2025