New Report Finds 96% of CX Leaders Prioritise AI

CallMiner has released its 2025 CX Landscape Report, produced in partnership with Vanson Bourne, highlighting the growing role of AI in customer experience operations.

The survey of global CX leaders found that 96% see AI as a key strategy, up from 87% in 2024, and 80% have at least partially implemented AI, compared with 62% last year.

Many organizations are turning to third-party software to accelerate deployment, with more than half relying entirely on external vendors.

Despite rapid adoption, challenges remain. Governance gaps are widespread: 71% of organizations have AI governance resources, but two-thirds still lack adequate frameworks to manage risk.

Data use is another barrier, with 62% of leaders admitting they do not fully leverage CX data and 98% citing difficulties aligning insights across departments.

“While AI adoption is becoming more mainstream, many organizations are still finding their footing when it comes to readiness,” said Jeff Gallino, CEO and founder of CallMiner.

“There continues to be a disconnect between AI ambition and execution. Organizations are investing in the necessary infrastructure, but it doesn’t always translate into value or outcomes.

In fact, nearly a quarter of organizations said failure to prove ROI from tech investments is a CX challenge. The leaders of tomorrow will be those who bridge this gap by connecting AI investments directly to CX improvements, ultimately turning insights into enterprise-wide action.”

Concerns around security and misinformation are also increasing, with over half of respondents worried about AI-generated misinformation and nearly half raising compliance concerns.

Gallino noted that data and communication practices will be critical to progress: “Without clear communication and the ability to interpret what the data is really saying, technology alone falls short.

Organizations must focus on purpose-fit technology and well-designed processes to transform simple data collection into meaningful action.”

AI is being applied across multiple use cases: assisting agents in real time (47%), automating routine tasks (43%), personalizing outreach (43%), and enabling customer self-service (40%).

Gallino emphasized that the organizations seeing the most value are balancing automation with human support: “The organizations effectively using AI are those that understand the right places to automate and the right places to augment.

Success comes from finding the sweet spot where technology handles routine tasks, while providing support during human interactions that elevates the customer experience.”

The report suggests that while AI is now central to CX strategies, success depends on improving governance, cross-department collaboration, and data utilization to translate adoption into measurable outcomes.

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Author: Hannah Swankie
Reviewed by: Jo Robinson