77% Report Cost Savings From AI in CX

New research from Content Guru highlights clear returns from applying AI in customer experience.

According to findings from Content Guru’s AI-focused event, brain 2050, more than three-quarters (77.1%) of surveyed organisations reported either “significant” or “some” cost savings following AI implementation in their CX operations.

The research also found that AI positively impacts customer experience. Among organisations that had already deployed AI tools, 58.8% reported an improvement in customer satisfaction (CSAT) scores.

Martin Taylor, Co-Founder and Deputy CEO at Content Guru, commented, “ROI for CX should never be just about cutting costs; it’s about creating better experiences for customers and workers alike.

These findings confirm that AI is already delivering measurable business value when applied to CX, probably the most AI-ready field in today’s economic landscape. As AI adoption accelerates and iterates, we expect the benefits for both CX and CX professionals to grow even further.”

Notably, no respondents reported a negative impact on CSAT, suggesting AI is delivering both operational and customer-facing benefits.

However, the path to adoption presents challenges. Just 15.5% of organisations noted that employees were already using AI before its formal rollout, while 37.9% experienced initial employee hesitation.

Despite this, nearly half (46.6%) saw employees adopt the tools shortly after introduction, underlining the value of proactive engagement strategies during technology transitions.

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