AI Integration in Customer Experience Architecture: A Survey Reveals the Growing Role of Artificial Intelligence
Artificial intelligence (AI) is no longer just a buzzword in the world of customer experience – it has become a standard part of customer experience architecture. According to a recent survey conducted by Nextiva and Dimensional Research, AI is now a nearly universal component of customer experience architectures, with more than nine-in-ten respondents reporting adoption of AI in their organizations.
The survey, titled “The 2025 CX Landscape,” gathered insights from over 1,000 in-house customer experience leaders across the U.S., U.K., and Canada, revealing the growing importance of AI in enhancing customer experiences. The data shows that organizations are investing in AI technology primarily for revenue generation, process improvements, customer demand, and competitive pressure.
The survey also highlighted the various use cases for AI in customer experience, with generative AI for customer communication, agent assist tools, self-service options, and quality assurance being the most common applications. However, despite the widespread adoption of AI, many organizations are facing challenges in ensuring a smooth handoff between AI interactions and human agents.
Employee resistance, customer resistance, and technology issues were identified as the top barriers to successful AI implementation in customer experience. To address these challenges, respondents suggested that human agents should oversee AI interactions and assist as needed, and that consolidating customer data into a single system would improve overall customer experience.
As AI continues to play a crucial role in shaping customer experiences, organizations must focus on overcoming barriers and leveraging AI technology effectively to drive revenue, enhance processes, and meet customer expectations. By embracing AI as a standard part of customer experience architecture, businesses can stay ahead of the curve and deliver exceptional customer experiences in the digital age.
