However, the results tell a different story. According to CCW Digital research, 56% of customers state that experiences are the same or worse than they were last year. While AI has all the promise to support better experiences, most organizations’ operating models are actively keeping them from realizing that potential. Most organizations investing in AI for customer experience bolt new capabilities onto their existing systems. Instead, to realize the positive impact of AI on customer experience, their investment must be part of a holistic strategy with AI as part of a unified system, rather than one element in a growing stack of technology.