CX trends report 2027

Why brands must apply AI intentionally as it takes a more autonomous role in CX.

From influence to action: AI’s evolving role

This time last year, AI was influencing consumers and shaping their experiences. Now, it’s beginning to autonomously make decisions and take actions throughout the customer journey.

But while 86% of brands believe their customers will routinely allow AI to act on their behalf, 50% of consumers are yet to be convinced.

We know, because we interviewed 700 business leaders and 4,000 consumers about multiple aspects of AI-managed CX.

Download the 2027 CX trends report

Explore how brands and consumers feel about AI-managed CX across five interconnected trends:

Balancing effortless CX with trust and distinctiveness. Find out where consumers think AI shouldn’t eliminate friction entirely.
AI understanding context, emotion, and intent. Brands are more comfortable than consumers with AI using customer data. Discover where people draw the line.
AI orchestrating journeys across providers. What are consumers dreaming of, and brands losing sleep over, as AI connects CX across platforms and providers?
Autonomous AI acting on customers’ behalf. When are brands and consumers happiest to hand AI the reins? And what safeguards do they want in place?
AI as the primary gateway to brands. Brands say influencing AI assistants is becoming as important as influencing people. Find out if their customers agree.