Emerging technologies – particularly AI and agentic AI – are accelerating the evolution of customer expectations. What customers expect is no longer linear or predictable; it changes by context, moment, and intent. As a result, customer experience (CX) has evolved from a strategic priority into a primary driver of growth.

Reimagining customer experience: Human-led, AI-powered, a report from the Capgemini Research Institute, explores how organizations must rethink the design, delivery, and scaling of CX as AI becomes a critical enabler of next-generation CX. It highlights critical gaps in emotional connection, journey continuity, data trust, and effective AI adoption – and underscores the importance of human-led, AI-powered engagement in rebuilding trust and loyalty. The report draws on insights from 9,500 consumers across 16 countries and 1,200 executives and front-line staff to show how organizations can close the CX perception gap and deliver consistent, high‑impact experiences at scale. Key findings include:

• AI adoption is rising – but trust is lagging. 68% of organizations believe AI agents will outperform traditional CX channels and 58% of consumers believe AI agents can save them time by automating their routine monthly purchases and payments, yet trust gaps persist: 83% of consumers are uncomfortable with AI recording personal data, compared with 38% of executives who are comfortable with it.
• Human-led, AI-powered CX matters more than ever. Over 66% of customers rank front line employees among their top three interaction channels. Customers continue to value authentic person-to-person interactions that convey understanding and trust. Human-led, ensure customers have access to human guidance for emotionally complex and high stakes decisions.
• CX is a growth driver – but leaders misread customer reality. While 84% of executives see CX as core to growth, perception gaps remain stark. Leaders estimate 84% customer willingness to recommend their products/services, versus just 45% reported by customers.
• Poor CX directly erodes revenue and loyalty. After negative experiences, 63% of customers switch providers and 61% reduce spending. Strong CX delivers the opposite effect, with 70% returning as repeat buyers.
• Fragmentation is breaking CX at scale. 40% of organizations lack a clear CX roadmap or KPIs, and only 23% have a unified strategy across channels. Just 28% ensure seamless context transfer across journeys.

This report is essential for C-suite executives, and leaders driving CX and AI across sectors. To pivot from incremental CX improvements to bold, AI-enabled reinvention, organizations must:

• Define CX objectives and align with desired business outcomes
• Establish a clear, shared CX roadmap
• Design CX for both humans and AI
• Rebalance automation and human interaction
• Design an AI-powered CX ecosystem that avoids channel fragmentation
• Implement capability to measure AI-mediated CX feedback to sense and adapt
• Build trusted, secure, and transparent data that is AI-ready to form the foundation of CX infrastructure

To learn how to design CX that is adaptive, trusted, and human-led in an AI-enabled world, download the report today and schedule a customized presentation just for your team.

Download the report