Unified Customer Experience (CX) is a transformative approach that addresses the challenge of fragmented and disjointed customer interactions common in traditional systems. By integrating all touchpoints – websites, mobile apps, social media, and call centers – into a single, cohesive framework, businesses can eliminate siloed data, streamline operations, and deliver consistent, personalized experiences that meet modern consumers’ evolving expectations. This unified approach ensures a comprehensive customer view, reduces inefficiencies, and lowers costs, all while enabling real-time insights and better decision-making. Generative AI is essential in this transition, offering the ability to enhance personalization, improve product recommendations, and drive innovative strategies. By adopting a unified CX platform, organizations position themselves to deliver seamless customer journeys, foster trust, and secure sustainable growth, establishing an edge in today’s competitive landscape. This viewpoint discusses the case for unifying CX through an AI-native CX platform, the challenges enterprises face scaling AI initiatives leading to the need for unification, how to overcome implementation pitfalls, and the future of CX driven by innovation. Scope All industries and geographies Contents In this report, we examine: The challenges enterprises face when scaling AI initiatives The unification of CX architecture for the AI age Next-generation CX through AI-native CX platforms The implementation pitfalls and how to avoid them The future outlook of CX with technology innovation Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing CX Excellence CXM Technology Sourcing and Vendor Management

The Customer Experience Management (CXM) industry is shifting from traditional channels to text-based apps, driven by customer demands for flexibility and instant service. Gen AI is at the forefront of this revolution, offering hyper-personalized interactions, increasingly efficient self-service, and round-the-clock resolution. It can enhance the effectiveness of CXM operations and deliver several key advantages to consumers. However, businesses must address concerns such as data privacy, the lack of human touch in AI interactions, and potential inaccuracies to seamlessly integrate technology and meet modern consumer needs, thus avoiding customer dissatisfaction. In this viewpoint, we explore consumers’ perceptions of gen AI adoption in their customer and contact center experiences. We surveyed over 600 consumers worldwide to understand their readiness for gen AI-enhanced customer experiences. Combining these survey findings with Everest Group’s CXM research and expertise, this report offers data-driven insights into how consumers perceive gen AI adoption in their customer experiences, their readiness across various gen AI CXM use cases, their concerns and challenges with adopting gen AI in their experiences, regional disparities in consumer readiness for gen AI, and the future prospects of gen AI in CXM. Scope All industries and geographies Contents In this report, we examine: Consumer perspective on gen AI in CXM Consumer readiness for gen AI across industries Regional variations in consumer readiness for gen AI The future prospects for gen AI in CXM Customer Experience Management (CXM) Services, including Contact Center Outsourcing Sourcing and Vendor Management