New Report Reveals AI Needs Human Touch in CX

Five9 has released its 2025 Business Leaders Customer Experience Report.

The report examines how organizations are adapting customer experience strategies in an increasingly digital environment.

Drawing on insights from over 400 senior decision-makers across the US, UK, and Canada, it highlights the growing importance of aligning AI technologies with trust, human interaction, and integration.

Key findings show that while AI adoption is widespread – 81% of businesses report using it in contact centres-success depends on using it to enhance, not replace, human connection.

Niki Hall, Chief Marketing Officer, Five9, said, “As consumer expectations rise and patience vanish, delivering fast answers isn’t enough. Businesses must create experiences that feel effortless, personal, and deeply human.

This is a wake-up call for leaders – AI may be the foundation, but it’s how we blend technology with human understanding that truly sets businesses apart.”

Voice remains the preferred channel in high-stakes situations, despite a tendency among businesses to overvalue digital messaging platforms.

The report underscores the need for smarter self-service, with customers prioritizing accuracy and speed over constant availability.

As AI takes over routine tasks, the agent role is evolving, prompting more investment in tools that support flexibility and complex issue handling.

Notable gaps remain between customer expectations and business perceptions-particularly around wait times and self-service priorities-highlighting the continued need for CX strategies grounded in real customer needs.

Download the full report here – Business Leaders CX Report

For more information about Five9 - visit the Five9 Website

About Five9

Five9 empowers organizations to create hyper-personalized and effortless AI-driven customer experiences that deliver better business outcomes. Powered by Five9 Genius AI and our people, the Five9 Intelligent CX Platform is trusted by 3,000+ customers and 1,400+ partners globally. The New CX starts here and it's at the heart of every winning experience.

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Author: Hannah Swankie
Reviewed by: Jo Robinson