AI APPLICATIONS
by allowing organisations to adapt more quickly and intelligently to changing market demands”.
The AI-engagement paradox Despite the compelling business case, both Qualtrics and McKinsey note a hesitance on the part of large organisations to lead the way.
Qualtrics found that, while three-quarters( 72 %) of executives say AI will significantly change how they approach CX over the next three years, only 15 % of executives aspire to be at the forefront of how the technology changes the business landscape.
“ The gap between intention and impact is stark,” Nicolas adds. Leaders value customer-centricity but stumble on execution. Why? A lack of vision, siloed teams, outdated systems, weak processes, and clashing priorities block progress.
According to McKinsey, leaders should harness AI to drive‘ experience-led growth’, a distinctive and direct CX strategy focused on consistency, redesigned customer journeys, products and services, and a transformative mindset.
“ It’ s not about sacrificing quality – it’ s about evolving,” Nicolas explains.“ By leveraging AI-powered tools like predictive analytics, chatbots and other methods like A / B testing and real-time engagement loops, businesses can decode behavioural patterns and purchasing history. The result is hyper-personalised
experiences, delivered with precision at the right moment, driving customer loyalty.”
Qualtrics’ research shows that organisations investing in CX are already gaining market share that could prove significant. Market leaders – organisations identified as gaining market share – are more than twice as likely to have focused on improving experiences over the past three years compared to peers.
98 May 2025