The CX Landscape Report by CallMiner reveals organisations are scaling AI implementation while still grappling with organisational challenges, such as analysing data and acting on insights.
AI has quickly shifted from an emerging tool to a core business strategy, especially in customer experience. While organisations increasingly invest in AI to enhance insights, efficiency, and service delivery, many still face execution hurdles.
CallMiner’s latest CX Landscape Report highlights this paradox—AI adoption is rising sharply, yet outdated manual processes continue to hold back progress.
The report, in partnership with Vanson Bourne, reveals that the majority (96%) of global contact centre and CX leaders view AI implementation, including generative AI and agentic AI, as a key strategy, up from 87% in 2024.
The report, which surveyed leaders across healthcare, financial services, technology, retail, and business process outsourcing industries, found that even with growing investments and implementation, many organisations remain hindered by inefficient execution, with 42% still relying on manual processes to analyse CX data.
Further, despite 71% of respondents having dedicated AI governance resources, 67% are implementing AI without adequate governance structures to manage associated risks. And of those with formalised governance teams, only 43% are focused on defining AI strategy.
“While AI adoption is becoming more mainstream, many organisations are still finding their footing when it comes to readiness,” said Jeff Gallino, CEO and Founder, CallMiner. “There continues to be a disconnect between AI ambition and execution.
“Organisations are investing in the necessary infrastructure, but it doesn’t always translate into value or outcomes. In fact, nearly a quarter of organisations said failure to prove ROI from tech investments is a CX challenge.”
AI Adoption Accelerates, but Governance Lags
Despite the disconnect between AI governance resources and organisations’ perceived ability to manage risk, AI adoption has rapidly advanced in the past year.
According to the report, 80% of organisations have at least partially implemented AI, up from 62% in 2024. This increase is fueled, in part, by organisations partnering with software vendors for the right AI solutions.
In fact, 51% of organisations said they rely entirely on third-party AI software. This approach delivers a faster, more scalable path to implementation, with organisations that leverage third-party software more likely to have at least partially implemented AI (85%) than those developing solutions in-house (71%).
And as the AI market continues to evolve, there are renewed concerns around security. More than half of CX leaders (52%) worry about AI spreading misinformation (compared to 44% in 2024; 43% in 2023), and nearly half (49%) of those same leaders have fears around security and compliance risks (compared to 38% in 2024; 45% in 2023).
Organisations Struggle to Unlock CX Data Value
Even as technology advances, organisations find themselves in a data paradox that threatens to undermine their CX transformation efforts. Many continue to struggle to translate CX data into valuable insights.
In fact, 62% of respondents acknowledged they don’t often use CX data to their best advantage (up from 59% in 2024), and 98% reported difficulties aligning CX data and feedback across departments.
Some of the top challenges organisations face when aligning on CX data include:
- Lack of effective communication between departments (48%).
- Lack of understanding on how to analyse data (47%).
- Lack of clarity on how to act on data insights (45%).
Gallino added, “Without clear communication and the ability to interpret what the data is really saying, technology alone falls short. Organisations must focus on purpose-fit technology and well-designed processes to transform simple data collection into meaningful action.”
AI Enhances Human Potential and Automation
According to the report, the same number of organisations (96%) believe that AI will be key to unlocking the full potential of employees, as those that believe AI will help them be more efficient when optimising CX strategy under financial strain.
This suggests that more organisations are aware of the multi-faceted benefits that AI can deliver, enabling exceptional CX when it matters the most.
- For frontline employees, many organisations are using AI to assist agents with real-time assistance during customer interactions (47%) and free up their time to focus on more strategic tasks (43%).
- For customers, organisations are focused on using AI to personalise outreach (43%) and enabling them to resolve issues independently (40%).
“The organisations effectively using AI are those that understand the right places to automate and the right places to augment,” said Gallino. “Success comes from finding the sweet spot where technology handles routine tasks, while providing support during human interactions that elevate the customer experience.”
Conclusion
This report highlights AI’s increasingly pivotal role in CX operations, delivering clear benefits in operational efficiency and in elevating customer and employee experiences. However, many organisations are still held back by challenges across governance, data utilisation and cross-departmental collaboration.
These gaps limit their ability to capitalise on AI’s potential. Bridging them will be critical for translating AI adoption into measurable outcomes and unlocking AI’s full value across the CX lifecycle.
As Jeff Gallino added, “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.”
ALSO READ: Experience Debt: The Silent Killer of CX Progress
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