2025 Customer Experience Predictions

With Uncertainty Ahead, Consumers Will Focus Value

Brands will respond by helping customers manage budgets and make smarter purchasing decisions. As economic conditions remain tough for the average consumer, we anticipate a significant surge in the adoption of brand-funded cashback offers. Chris Cubba, CRO at Snipp Emphasis added for U.S. consumers only.

Generative AI Is Changing How Consumers Discover & Purchase Products

What's particularly noteworthy is the shifts we're seeing in how consumers discover and purchase products. The traditional search engine-driven journey is being bypassed… Jen Jones, Chief Marketing Officer at commercetools

…Traditional search engines will no longer be the default way people get information or the answers to their questions…. Already, 60% of Google searches in the US and EU result in zero clicks, as many people don't want to click endlessly to find what they're looking for. Tifenn Dano Kwan, Chief Marketing Officer at Amplitude

Brand visibility is undergoing a complete transformation… By the end of next year, expect to see three out of ten visits come from outside of Google. Adrien Menard, CEO & Co-Founder at Botify

Building a strong, memorable brand will be back in vogue as the way to create new demand and capture attention before consumers are even in a buying mindset. Gregory Kennedy, VP of Marketing at Alembic

I believe we are at a stage where businesses are heavily leveraging generative AI, leveling the playing field between small brands with limited budgets and large corporations… Justin Crowe, Founder & CEO at Parting Stone

As digital marketing channels grow more saturated, expensive, and subject to algorithmic changes, brands will shift focus back to organic marketing to reduce reliance on paid channels. Chaitenya Razdan, Founder and CEO at Care+Wear

Application of Generative AI Will Face Challenges in 2025

2025 could be a tough year for generative AI…. Gartner predicts at least 30% of generative AI projects will be abandoned after proof of concept by the end of next year, due to poor data quality, inadequate risk controls, escalating costs, and unclear business value. Martin Taylor, Co-Founder and Deputy CEO at Content Guru

50% of AI projects will fail to scale in 2025…. The potential opportunity is enormous – for businesses that use these failures to pivot and rethink their approach. Craig Crisler, CEO at SupportNinja

In 2025, it will no longer be enough to just “adopt AI” – companies will need hard ROI metrics to prove its value. Eoin Hinchy, Founder & CEO at Tines.io

Education and Capacity Building Will Help Achieve Value from AI

In the field of customer experience and service, AI is a transformative force that can help brands scale their content creation to deliver true personalisation for their customers, as well as interrogate the vast amount of customer data they have to develop new and enhanced services. Suzanne Steele, VP and MD, UKI, Middle East and Africa at Adobe

If we are going to see AI become a foundational technology, then investments in staff training will need to grow. Mario Ciabarra, CEO and Founder at Quantum Metric

To combat these challenges, we've started to see organizations form AI councils or hire chief AI officers - aimed at guiding procurement, implementation, and full enterprise adoption. Eric Williamson, Chief Marketing Officer at CallMiner

Many Will Move Away from Generic AI to More Specialized Solutuions

In 2025, we will see more businesses choose or switch to trusted AI providers, built on a heritage of experience and owned rich data, in order to realise immediate business value from AI. Barry Cooper, President, CX Division at NICE

Next year, enterprises will shift their approach to purchasing AI solutions for CX departments – moving away from large, proprietary and expensive AI 'copilots' towards smaller, more efficient and customizable solutions. Birago Jones, CEO at Pienso

In recent months, we've seen the release of several AI agents from the big players - but these generalized "all-purpose" agents don't serve the unique business, use case, or industry needs of enterprises and brands. In 2025, expect a rise in purpose-built AI agents, designed to address specific objectives. Assaf Baciu, Co-Founder and President at Persado

In Pursuit of Personalized and Engaging Experience, Brands Will Focus on First and Zero-Party Data

Despite the decision to keep third-party cookies intact, in 2025, we're finally going to see a sustained shift away from this model toward first-party and contextual data instead. Why? Because first party data is the only way to accurately understand and predict customer needs. Tara DeZao, Director, product marketing, adtech & martech at Pega

With businesses continuing to collect and analyze vast amounts of data and uncertainty surrounding the future of third-party cookies, brands and marketers will shift their focus toward first- and zero-party data. This will enable brands and marketers to build more direct relationships with consumers to deliver hyper-personalized experiences and offer tailored products, services, and recommendations. Michelle Hoffman, VP of Customer Experience at Snipp

Brands Will Find AI Potential and Stand-Out CX in Clean Data.

AI is the data, and data makes the AI. Cathy Mauzaize, President - EMEA at ServiceNow

Real-time analysis of customer interactions will provide insights to optimize support and marketing efforts, improve knowledge bases, and streamline agent workflows… Ivan Ostojić, Chief Business Officer at Infobip

…reliable data enables AI systems to deliver hyper-personalized experiences, allowing companies to recommend products and services tailored to individual needs. Guy Marion, Chief Marketing Officer at Chargebee

Organizations Will Build Trust with Customers as a Core Strategy

In 2025, the customer experience landscape will shift dramatically…. A single negative interaction can prompt customers to cut spending, seek alternatives, which risks stunting growth. Zig Serafin, CEO at Qualtrics

In an era marked by increasing data breaches and privacy concerns, cultivating trust has never been more critical… Simon Tindal, CTO at Smart Communications

AI has the potential to enhance customer trust through personalization, efficiency, and predictive insights, but the risks of data privacy, bias, and loss of transparency are challenges. Katie Bianchi, Chief Customer Officer at Palo Alto Networks

Contact Centers Are Emerging as Real-Time Data and Insight Goldmines

Service and support functions, traditionally seen as cost centers, will emerge as strategic growth engines…Organizations will realize that service data is no longer just operational—it's the foundation for predictive customer insights, churn prevention, and cross-sell opportunities. Marcel Barrera, Chief of Strategy & Operations at serviceMob

For instance, analytics can create alerts for issues