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AI in Customer Experience: A Summary of Insights from Medallia Market Research

Core Content

This report from Medallia Market Research provides an in-depth look at how customer experience (CX) practitioners are adopting and evaluating artificial intelligence (AI) in their organizations. It highlights both the enthusiasm and concerns surrounding AI's role in CX, offering a balanced view of its current impact and future potential.

Main Points

AI is Already Delivering Value

• 60% of CX professionals report that AI has exceeded expectations.
• 36% say AI is delivering exactly as promised.
• 96% believe AI's impact has met or exceeded expectations so far.
• 86% are optimistic that AI will change what their organization can achieve in customer experience.

GenAI is Widely Used

• 90% of CX practitioners have used a generative AI (genAI) tool like ChatGPT in a professional setting.
• 42% use genAI tools regularly for work.
• GenAI is being used to enhance data analysis, improve employee productivity, and support customer-facing interactions.

Investment Trends

• 84% of CX practitioners agree that investing in AI is important for their business.
• 42% of high-growth companies are making "very high" investments in AI over the next year.
• The proportion of companies making very high AI investments is expected to increase by 44% in the next 12 months.

Strategic Implementation

• 75% of CX practitioners believe their organizations have a clear AI strategy.
• 70% of organizations have one or more roles dedicated solely to genAI.
• 51% have appointed someone to an AI-focused executive title.
• AI implementation is being driven by CX practitioners and IT teams.

Top Use Cases

• Data analysis is the most common AI use case, with 20% of practitioners citing it as their organization's top use.
• Other popular use cases include:
  • Improving data analysis quality and speed
  • Enhancing QA and error detection
  • Automating communications
  • Profiling and segmenting customers
  • Generating synthesized insights
  • Orchestrating personalized experiences

Concerns and Risks

• The top concerns for CX professionals include:
  • Accuracy (32%)
  • Job loss (32%)
  • Short time horizons (32%)
  • Minimal gains (29%)
  • Data privacy and security (23%)
  • Bias and ethical considerations (23%)
• These concerns are more significant than costs and direct CX impact.

Measuring Impact

• Organizations are measuring AI's impact through:
  • Time saved (46%)
  • Speed of improvements (43%)
  • Cost reduction (42%)
  • Error reduction (37%)
  • Customer feedback on AI-related experiences (34%)
  • Employee feedback on AI-related capabilities (33%)

Future Outlook

• 75% of practitioners believe their companies have a defined AI strategy.
• 3 in 4 organizations are exploring new use cases for AI, including:
  • GenAI for customer-facing uses
  • Simulating/predicting customer behavior
  • Improving access to internal data
  • Automating labor cost reduction
  • Enhancing employee knowledge and productivity
• AI is expected to match or surpass human capabilities in data gathering, analysis, and insight generation within the next five years.

Key Takeaways

• AI is not just a hype — it's delivering tangible benefits in customer experience.
• CX professionals are leading the AI adoption and implementation efforts.
• While AI is seen as a powerful tool, concerns around accuracy, job displacement, and data security remain.
• The majority of organizations are investing in AI, with high-growth companies leading the way.
• The future of AI in CX is promising, with a focus on enhancing customer interactions and driving continuous improvement.

Conclusion

AI is reshaping the customer experience landscape, with CX practitioners at the forefront of its integration. Despite the challenges, the overall sentiment is positive, with many organizations already seeing the value of AI in their operations. As AI continues to evolve, the emphasis on data security, accuracy, and ethical use will be crucial for sustainable and effective implementation.