How to Use AI to Create the Customer Experience of the Future

Key Challenges

  • Fifty-three percent of organizations have a limited understanding of artificial intelligence technologies, strategies and markets, according to our latest CIO survey.

  • Understanding where to start the AI journey to enhance the customer experience is a main challenge, as realized by the number of inquiries we get on the subject.

  • Applying AI for the sake of AI, and in a hurried fashion, could be tempting; however, the main focus of any customer experience leader should be on utilizing AI, if and only if it is solving a business issue.


Application leaders responsible for CX and who are looking to strategize and plan their AI future should:

  • Document strong and weak points of the customer experience your company offers, and then explore where AI can enhance CX using the sense, think and do framework.

  • Start your AI journey by prioritizing two areas where the application of AI could make a difference. Applying AI to customer service, call centers and digital marketing purposes are often a great start.

  • Initiate POCs based on the research within six months, if and only if you find it is solving a business issue, using metrics that will show initial gains for senior management. Track the success of early projects with a view to expanding to more complex business scenarios.


How to Use AI to Create the Customer Experience of the Future, Jessica Ekholm, 8 August 2019 GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved. 

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