In an era marked by rapid advancements in technology, AI stands at the forefront of revolutionizing customer engagement. Generative and agentic AI are not just transforming the way businesses interact with their customers; they are reshaping the entire landscape of customer experience (CX). The challenge for brands is clear: go beyond traditional methods of engagement and create dynamic, individualized experiences that resonate deeply with each customer.
The transforming role of AI in Customer Experience
AI's impact on customer engagement is profound. A recent study revealed that 82% of sales and marketing leaders believe that GenAI will significantly transform their business and operating models. The ability to deliver hyper-personalized and seamless interactions is no longer a luxury; it is an expectation. Brands must leverage AI to create experiences that are not only personalized but also engaging and relevant.
AI-mature organizations are leading the charge, with 70% prioritizing customer experience as the top investment criterion for AI-driven initiatives. These AI frontrunners understand that falling behind in AI integration puts them at risk of losing relevance to more AI-augmented competitors.
Marketing: Unlocking precision targeting with AI-driven personalization at scale
Marketing functions are undergoing a seismic shift with the incorporation of AI. By 2028, over one-third of organizations plan to deploy AI to enhance campaign personalization, SEO, and brand asset generation. This shift towards AI-powered analytics and synthetic customer profiles is expected to replace traditional market research methods with real-time, data-driven approaches.
Hyper-personalization is a key focus, with 80% of marketing and communication campaigns anticipated to be driven by AI insights and real-time data analytics. Creative AI is poised to generate more than two-thirds of marketing content, underscoring AI's role in advancing marketing strategies and execution.
B2C Sales: From linear processes to orchestrated ecosystems
B2C sales processes are evolving from linear to orchestrated ecosystems, powered by predictive analytics for sales performance and AI-based shopping assistants. By 2028, AI is expected to automate over two-thirds of customer interactions, significantly boosting conversion rates through personalized offers. Sales teams will increasingly focus on tailored customer engagement, leveraging data-driven insights to drive sales performance.
B2B Sales: Optimizing deal velocity and lifetime value
The B2B sales landscape is also set for transformation, with over 50% of sales expected to be executed through conversational AI interfaces by 2028. Technology will augment 90% of buyer-seller interactions, streamlining prospecting and customer engagement processes. Predictive analytics for sales performance remains a critical focus, with significant investments planned in sales lead identification and sales force augmentation.
Customer Support: Balancing agent augmentation and automation
AI will revolutionize customer support by automating routine tasks and enabling personalized interactions. By 2028, over 90% of routine queries will be resolved by AI-powered chatbots and virtual assistants. AI-augmented agents, supported by real-time analytics, will deliver faster and higher-quality services, significantly reducing the time required for complex issue resolution.
The organizational structure of customer support will evolve to accommodate AI's growing influence, shifting from traditional hierarchical models to more agile and collaborative frameworks.
Overcoming Challenges in AI Adoption
While AI presents immense opportunities, it also comes with challenges. Data privacy and security concerns, talent gaps, and the integration of AI with legacy systems are key barriers to rapid adoption. High costs and uncertain ROI further complicate large-scale investments. Ethical concerns, potential biases, and AI hallucinations introduce additional risks, while the lack of clear regulatory guidance creates gray areas.
To overcome these barriers, organizations must move beyond fragmented efforts and adopt a comprehensive, customer-centric strategy. This involves reimagining operating models, automating core processes, and empowering teams with AI-enhanced tools to deliver measurable value.
Strong collaboration between marketing, sales, and IT is a key practice for successfully scaling AI projects
BearingPoint research based on insights gathered from over 320 executives in April 2025
Unlock the full potential of AI in customer experience
Discover the insights from our latest study on the transformative role of AI in customer experience. Learn how to build a three-year vision for Marketing, Sales, and Customer Relations functions, and explore the AI use cases that will shape the future of customer engagement.
Explore the strategies and challenges that will define the future of CX and position your organization for success in an increasingly AI-driven world. Unlock the full potential of AI in customer experience by accessing our comprehensive report.
It is imperative that organizations prioritize AI-driven transformation now, rather than later. The pace of technological advancement is accelerating, and those who delay risk being left behind. By embracing AI, companies can optimize operations, enhance customer experience, and unlock unprecedented value.
Frédéric Gigant, Partner, Global Leader Customer & Growth
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Frédéric GigantPartner, Global Leader Customer & GrowthFrankreich
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Frédéric GigantKontaktPartner, Global Leader Customer & GrowthFrankreich
