AI is dominating the customer service space in 2025. From generative to agentic AI, there is no shortage of innovation in CX technology. As new tools come to the forefront, contact center leaders are yet again confronted with the question of pursuing new technology or getting left behind as forward-thinking brands push ahead.

According to CCW Digital’s latest Market Study 50% of leaders say they will meaningfully increase their investment in AI this year, marking 2025 as a year of implementation, optimization and continuous investment in CX. To achieve these outcomes, however, organizations must ensure they are leveraging AI in a meaningful way; automating when necessary and augmenting workflows to ensure a unique balance of seamless, yet human-centered support.