In 2025, artificial intelligence (AI) firmly established itself as a powerhouse in the customer experience industry, with a staggering 98% of contact centers integrating AI technologies, according to Calabrio’s State of the Contact Centre research. This marked a significant transition from initial experimentation to concrete value creation, emphasizing the role of AI in enhancing customer interactions.
Des Anderson, Chief Technology Officer of LearnUpon, highlighted AI’s capability to provide “instant, personalised guidance, feedback, and recommendations,” thereby assisting customers in realizing product value at an unprecedented scale. As customer expectations continue to rise, the demand for tailored experiences becomes increasingly critical. Mark Wilson, Technology & Innovation Director at Node4, noted that consumers now expect their needs to be anticipated and addressed proactively, along with a seamless, customized journey across their preferred communication channels.
Wilson elaborated on the transformative potential of AI-augmented, integrated Customer Relationship Management (CRM) and Contact Center as a Service (CCaaS) platforms. Such systems equip agents with immediate access to comprehensive interaction histories, allowing organizations to respond to customer needs with confidence. Without this integrated foundation, the customer experience suffers, leading to repetition, delays, and fragmented channels. In contrast, an effective approach delivers continuity across all platforms, demonstrating competence and care to customers.
However, experts urge caution regarding the implementation of AI, emphasizing the importance of responsible regulation and governance. Russell Attwood, CEO and Co-Founder of Route 101, remarked on the growing expectation among consumers for organizations to utilize AI ethically. In 2026, the emphasis will shift from merely deploying AI to ensuring that its use is governed effectively. Attwood stated, “Trust and transparency are emerging as the new currency in customer experience.” As AI becomes increasingly integrated into business operations, customers will demand clarity on decision-making processes, data usage, and accountability.
Attwood further stressed that companies must recognize the risks associated with developing AI solutions in-house without specialized support. The most forward-thinking organizations are establishing internal governance frameworks and collaborating with trusted advisors to navigate the complexities of AI integration. This involves clearly defining decision-making accountability, ensuring transparent data usage, and embedding ethical reviews throughout the AI deployment process.
Magnus Geverts, VP of Product Marketing at Calabrio, echoed these sentiments, asserting that the future of customer experience will not solely hinge on the quantity of AI utilized but rather on how effectively it is understood and governed. He envisions a landscape where every customer interaction—whether handled by a human, a chatbot, or a voice bot—is assessed through a unified lens of quality, fairness, emotion, and business impact. Geverts believes that a comprehensive understanding of AI capabilities will empower contact centers to evolve into revenue-generating engines, identifying opportunities for upselling and cross-selling while reducing customer churn.
Despite the optimism surrounding AI, experts warn against diminishing the human element in customer relations. Attwood predicts a renewed focus on the importance of human interaction within businesses, asserting that the anticipated replacement of contact center agents by AI has not materialized and is unlikely to do so in the near future. Instead, successful organizations will learn to leverage AI to augment human capabilities rather than replace them. Properly harnessed, AI can streamline routine tasks and inform decision-making, enabling agents to concentrate on cases that require empathy and complex problem-solving skills—areas where AI still falls short.
In conclusion, as the interplay between AI and customer experience evolves, organizations that prioritize responsible AI usage and maintain a human-centric approach will likely emerge as leaders in the industry. By viewing AI not merely as a tool for efficiency but as a means to foster trust, sustainability, and meaningful human connections, these companies stand poised to thrive in the competitive landscape of 2026.
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