From Automation To Orchestration: The Future Of AI-Powered Customer Experience

Transforming Customer Engagement With Hyperpersonalized Experiences

Artificial intelligence (AI) is redefining customer experiences (CX) and reshaping how businesses engage, support, and delight their customers. Organizations are embracing AI to drive efficiency, enhance personalization, and maintain a competitive edge in an increasingly demanding market. While high costs, integration challenges, and data silos present hurdles, the momentum of AI adoption is undeniable as businesses recognize its transformative potential.

At the forefront is generative AI (genAI), which powers chatbots and agent-assist tools that streamline operations, reduce response times, and empower employees. Advanced analytics and automated quality monitoring are also enabling data-driven decisions to ensure that customer service quality remains high.
Strategic AI orchestration

The path forward requires aligning AI strategies with corporate goals, embracing hybrid cloud solutions for scalability, and investing in workforce readiness to unlock the full potential of AI-driven CX. The future belongs to businesses that can balance the power of AI with human ingenuity, creating seamless, personalized, and impactful customer journeys that set a new benchmark for excellence.

In August 2024, Avaya commissioned Forrester Consulting to evaluate the impact of AI on CX operations in contact center environments, including how survey respondents are integrating AI, the challenges they face, and the opportunities they anticipate. Forrester conducted an online survey with 415 respondents who are responsible for the CX strategy at their organization to explore this topic. The study was completed in November 2024.