Insights
The State of AI in Customer Experience Delivery
In the years to come, people will say goodbye to a complex web of isolated apps as AI dissolves the friction between humans and tech.
- Article
- 3 MIN READ
- Jan 2, 2025
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Brian BrowningVice President, Enterprise Solutions
Summary
I recently attended a Forrester Research conference about how the next generation of AI will transform the world and heard a quote from George Colony, CEO of Forrester, that stuck with me:
“Over the next 5, 10, and 15 years, 8 billion people will say goodbye to a complex coil of isolated apps, sites, and databases.”
George’s assertion that the interfaces we use today will fall away in the future, being replaced by all kinds of AI-influenced touchpoints, resonated with me for a number of reasons. First and foremost, it’s already happening. The truth is that AI has been in use for quite some time. The past several years have seen the rise of everything from personalized recommendation engines to the advent of Generative AI (or GenAI) and agentic AI tools.
In 2024, Gen AI had widespread adoption across personal and commercial use, including via software like Midjourney (image creation), Chat GPT (a chatbot to support completing tasks), and Runway (video creation). But what’s new on the horizon is agentic AI, which can mimic human behavior to perform mundane — but important — activities on your behalf.
Imagine having a digital twin of yourself who works under your guidance and completes tasks on an automated basis. For example, if you needed an oil change for your car, you could tell your digital twin “Book an appointment for an oil change on any weekday that has a two-hour opening, is within 10 miles of my office and costs less than $25.” The digital twin agent would automatically poll nearby oil change locations to find the exact accommodation you are seeking and would book it for you.
Another potential use case: wouldn’t it be powerful if you had a digital assistant who knew your every preference for air travel, from your favorite airlines and your loyalty status with them, preferences to avoid connections, seating preferences, and more? That digital assistant could then be charged with making travel arrangements that would mimic your own decision-making, without you needing to consider multiple carriers, costs, and schedules.
You could receive a confirmation like this: “We’ve booked your trip from Richmond to New York. We selected American Airlines because you have a higher status and can have an upgraded seat on a direct flight that works with your calendar and the budget guidelines you’ve requested. We selected a morning flight because we know your preference, and they are 37% more likely to be on time than evening flights from those locations. By booking this way, you also saved at least $179 instead of taking alternative flights offered by your three favorite alternative airlines.”
That’s a powerful example of how AI can change the way we interact with the world, and the interface we rely upon in truly meaningful ways. And this brings us to the core point that George was making: the way we interact with technology will continue to evolve and transform.
The future of experience
While a boon for users, this new reality also offers a stark warning for businesses that wish to participate in the agent economy. Businesses must be ready to answer the needs of agentic bots that need to evaluate service and product offerings, or they risk being completely out of the loop as agents make decisions on behalf of their users.
As much potential as it has, we believe at Apply Digital that AI alone is not the answer. Our latest report shares survey findings from 500+ senior managers across North America. While 93% ranked AI as being a top tool and tactic to deliver ROI, only 37% have implemented AI widely across their organization. Many businesses are just beginning to implement AI, and may still struggle to pinpoint exactly where the tools may be leveraged to the fullest extent. Findings indicate that businesses need to revisit their customer engagement strategy and ensure it aligns with their company’s overarching goals. Once they have a strong foundation in place, the possibilities for leveraging AI are enormous.
If this has piqued your interest, I invite you to read the full report here: “The Future of Customer Engagement: Achieving ROI with Loyalty, Personalization and AI.”
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