2025 CX Annual Insights Report
In our fifth CX Insights report, we surveyed 5,000 consumers and 500 executives to uncover AI’s impact on CX.
AI in CX: Cracking the code
AI’s rapid rise has shifted how businesses interact with their customers. Discover how companies are handling the challenges of this developing technology.
Infographic Consumers still see AI’s limitations
Many people are still frustrated when they can't reach a human for customer service.
Executive summary Facing the benefits and hurdles of AI
Execs report that AI improves their CX metrics but leads to challenges with staff training and data privacy.
June 24, 2025 | 12 PM ET Webinar The 2025 CX Annual Insights webinar
Watch our latest CX Annual Report webinar, where our experts discuss the trends, strategies and challenges of using AI in CX.
Top takeaways
of brands are looking to develop entirely new metrics to measure AI’s impact on CX.
of brands say data privacy rules limit their ability to use AI to enhance personalization.
of consumers cite the inability to access a human agent as their main source of frustration with automated interactions.
of brands will place equal investment priority on AI-driven and human-driven improvements to CX.
Learn how your brand can make the most of AI in CX
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Explore the CX Insights archive
The future is frictionless
Many customers are frustrated by outdated systems and processes that don’t match up to other best-in-class experiences. Learn why customer loyalty consistently depends on a seamless journey.
CX game changers
In the digital age, the foundations of customer loyalty are as relevant as ever. Explore how emerging technology can build loyalty and trust.
The human connection
Using technology can create a better customer experience. Discover how consumers feel about digital interactions with brands today.
A matter of trust
Transparency is key to earning and sustaining your consumers’ trust. Find out why personalized CX must rest on integrity and transparency.
FAQs
The goal of the CX Annual Insights Report is to provide a comprehensive, data-driven assessment of how consumers interact with brands given the shifting priorities in customer experience (CX). Each year we identify key trends, pain points, and opportunities for brands to adopt new and emerging CX trends to improve customer satisfaction, loyalty and overall business performance.
This is a global report where Verizon partnered with Longitude, a Financial Times company to conduct two surveys that polled 5,000 consumers and 500 executives in seven countries. Additionally, we interviewed key CX leaders across diverse industries including finance, tech, healthcare, and public services to get their insights on emerging technologies and its impact on evolving CX needs.
Verizon’s 5th CX Annual Insights report highlights key CX trends including:
- Rise of hyper-personalized customer experiences using AI, predictive analytics and real-time consumer data
- Brands view AI as being instrumental in their ability to improve CX and customer loyalty
- Even in a world of digital automation, human interaction is key for consumer satisfaction
- Executives believe that inadequate data quality and privacy rules are the top AI pain points
AI, especially with the rise of generative AI, is truly transforming customer experience (CX). Brands are harnessing AI to deliver hyper-personalization, automate tasks like note-taking and call processing, and provide real-time assistance to CX teams. This translates into clear benefits for businesses including enhanced personalization, more efficient customer support, and stronger overall loyalty. However, this impact isn't universally positive from the consumer perspective. This report notes that most consumers haven't recognized improvements in personalized experiences due to AI, and many feel that brands are limiting human interaction with automated systems.
To leverage the report's insights, our customers should prioritize AI applications that tangibly improve CX and bridge the personalization gap by making AI's contributions more evident and valuable. It's crucial to integrate human interaction with AI and maintain a "human-in-the-loop" approach rather than to fully automate CX. Businesses must continuously gather consumer feedback on AI initiatives to refine strategies, manage customer expectations effectively, and ensure AI ultimately fosters customer loyalty rather than just boosting operational efficiency.