In today’s rapidly evolving business environment, enterprises must deliver seamless and personalized customer interactions across increasingly complex touchpoints, including websites, mobile apps, social media, and call centers, to meet the ever-evolving consumer expectations. However, many organizations grapple with fragmented systems and scattered data, leading to disjointed customer journeys and missed opportunities. Navigating this intricate landscape is no longer just a competitive advantage but essential for survival.

As businesses strive to create a cohesive CX, integrating generative Al offers a transformative opportunity to enhance personalization, streamline operations, and drive innovation through digital transformation. Generative Al can help analyze vast customer data to generate insights that inform targeted strategies, improve product recommendations, and personalize real-time interactions. By leveraging generative Al, organizations can better understand customer behaviors and preferences, allowing them to create tailored experiences that resonate with individuals. A recent Everest Group study with over 100 enterprise respondents revealed growing enterprise interest in generative Al for Customer Experience Management (CXM) operations, reflected by organizations’ increased investments in 2024 and 2025. Over 50% of enterprises with US$5-10 million in revenue have planned generative Al investments for CXM operations in their 2025 budget.