New Research Reveals Growing Role for AI in CX Operations

Content Guru has released new research outlining how artificial intelligence (AI) is expected to shape customer experience (CX) operations in 2026, with a majority of industry professionals anticipating a wider role for agentic AI in handling routine customer interactions.

The research, conducted at Contact Centre Expo in London in November 2025, found that 58% of CX professionals believe agentic AI will manage an increasing volume of routine requests and interactions over the coming year.

According to the findings, respondents expect these systems to extend beyond basic enquiries. Around 45% believe agentic AI will be used to proactively identify customer needs and suggest next steps, while 43% anticipate it taking on administrative tasks such as post-interaction system updates.

The research also points to the growing influence of connected devices on CX operations. As interactions from digital customers, AI assistants, and Internet of Things (IoT) devices increase, 24% of respondents said agentic AI could integrate with these channels to deliver autonomous customer experiences with human supervision as early as 2026.

Looking further ahead, the study suggests AI and human agents are expected to work alongside one another rather than replace one another.

By 2030, 42% of respondents believe human agents will remain central to CX, with AI supporting their work by reducing administrative effort and providing real-time guidance on next-best actions.

“Agentic AI is transforming CX, and it will continue to support both agents and customers as we move into 2026,” explained Martin Taylor, Co-Founder and Deputy CEO at Content Guru.

“AI is already supporting agents by taking admin work off their hands, such as note-taking and basic follow-up actions, and this year we will see its support become increasingly autonomous.

Although agentic AI will change the role of the agent, it won’t make them obsolete, with nearly half of those surveyed confirming humans are best placed to deliver gold-standard service in complex or stressful circumstances even by 2030, when AI systems will have almost certainly increased in maturity.”

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