Less than 15% of consumers feel brands are sufficiently personalizing customer interactions. The majority continue to endure long wait times on the phone, while remaining wholly underwhelmed by AI-driven chatbots.

Generative AI had a big year. After an impressive introduction, CX leaders immediately took note. Leveraging a tool that could seamlessly converse with users, deliver personalized and tailored responses and answer just about any question thrown at it, seemed impressive yet far-fetched. But, as more and more individuals engaged with it, it became clear - this technology would change the game.

Modern customers now expect seamless digital experiences, they want access to comprehensive insight and a personalized approach that fits their unique needs. And with all of the tools and technology available today, this expectation doesn’t seem too far fetched. However, brands consistently struggle to deliver high-quality digital experiences. Lacking an understanding of how their customers want to engage and what they need out of interactions, many brands are using digital as a deflection tool.

The product of CCW Digital’s in-depth research into the state of generative AI, this market study provides the answers. It reveals how contact center leaders are approaching their generative AI investments, which self-service and employee experience objectives are most crucial, what risk factors warrant serious consideration, and how contact center strategy must transform to account for an AI-driven future.