2025 January Market Study: State of Generative & Agentic AI

Customers continue to resist AI-driven self-service, seeking agents for even their most straightforward and transactional issues. As employees devote excessive focus to those rote issues – and exhibit their own reluctance to AI-powered technology – they are generally not demonstrating “augmented” capabilities.

Will 2025 be the year in which AI truly transforms the contact center? Or, will the 2026 iteration of this market study open with a similar rant?

There is reason for confidence: innovation involving generative and agentic AI technology directly addresses some sources of customer and employee resistance. It directly empowers automation solutions to deliver higher-caliber performance.

But these technologies still have their limitations, and businesses still have their concerns. The possibility of these factors continuing to thwart progress thus remains very real.

To understand the state of AI, including today’s wins and losses and tomorrow’s goals and hesitations, CCW Digital conducted in-depth research. The research informs this exclusive Market Study.

Topics include:

• The top AI investment priorities shaping customer service in 2025
• How contact center leaders truly feel about their AI investments this year
• The ongoing struggle between AI automation and customer expectations
• How Agentic AI could redefine self-service and customer engagement
• The delicate balance between AI efficiency and the human touch
• What’s holding businesses back from full AI adoption – and how to overcome it