AI Isn’t a Magic Wand for CX—But Info-Tech’s Research Shows It Can Be a Game-Changer If Used Right
If your chatbot frustrates more than it helps, you’re not alone—and your customers are getting tired of it.
A new report from Info-Tech Research Group urges organizations to rethink how they deploy AI in customer experience (CX). The key takeaway? Intentional, human-centric AI strategies—not automation for automation’s sake—are what actually drive impact.
The research, featured in Info-Tech’s newly released “Implement AI for Customer Experience” blueprint, lands at a critical time: customers expect seamless, personalized service, while businesses struggle with rising service costs, fragmented journeys, and shrinking patience levels from users. Done right, AI can close that gap—and unlock major wins in operational efficiency, employee engagement, and customer loyalty.
“AI presents an extraordinary opportunity to redefine how organizations connect with their customers,” said Ryan Brunet, principal research director and AI expert at Info-Tech. “But it only works if you connect it directly to meaningful customer outcomes.”
From Efficiency to Empathy: Reframing the AI Playbook
While many organizations have leaned heavily into call deflection and scripted chatbots, Info-Tech warns this can backfire. Shallow, impersonal automation risks undermining trust and loyalty. Instead, the firm encourages companies to blend AI with the human touch—and to see AI not as a replacement, but a force multiplier.
The framework proposes five strategic pillars where AI can have transformative, measurable impact:
1. Operational Efficiency
AI excels at automating repetitive tasks—think handling FAQs, flagging priority tickets, and routing queries to the right agent. But the real value comes when AI enhances human performance. With better access to contextual data, front-line teams can respond faster and smarter.
2. Business Growth
Behavioral data and predictive analytics help uncover customer needs before they’re even stated. That means AI can help serve up just-in-time product recommendations or trigger cross-sell offers—turning insights into revenue.
3. Customer Experience
This is the sweet spot. AI allows for hyperpersonalized interactions, adapting to a user’s history, preferences, and mood. When embedded thoughtfully—via chatbots, virtual agents, or proactive prompts—AI improves satisfaction by making experiences feel tailored and immediate.
4. Employee Experience
Freeing employees from repetitive tasks allows them to focus on work that requires empathy, problem-solving, and creative thinking. The payoff: lower stress, higher engagement, and better service quality.
5. Risk and Resilience
With early-warning systems and real-time alerts, AI can spot service disruptions or emerging issues fast—giving teams time to respond before minor annoyances spiral into brand-damaging failures.
AI Without Strategy Is Just Noise
The blueprint doesn’t just highlight opportunities—it also warns against pitfalls. One of the key risks? Over-automating without a feedback loop. Info-Tech recommends that CX and IT leaders:
- Monitor KPIs in real time
- Gather continuous user feedback
- Refine AI models regularly to stay aligned with evolving customer needs
It’s not enough to deploy AI and walk away. The most effective AI implementations are living systems, constantly improving through iteration and data.
Exclusive Guidance—and a Look Ahead
The “Implement AI for Customer Experience” blueprint is backed by hands-on research, case studies, and practical templates. For leaders looking to improve both customer-facing service and employee enablement, it’s a timely guide in an era where AI hype often outpaces AI value.
“AI becomes more than just a piece of the tech stack—it becomes the catalyst for deeper engagement, stronger loyalty, and sustainable growth,” says Brunet.
To unpack these insights further, Info-Tech will host a webinar on August 6, 2025, titled Adapt to Uncertainty With an IT Resilience Plan. The session will focus on using AI to strengthen CX and future-proof service strategies in a volatile environment.
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