There can be no mistake: artificial intelligence has taken the world by storm. We are currently witnessing the proliferation of a technology capable of transforming every industry. But transformational changes like this are a year’s long process. And too many businesses are currently just following the crowd when it comes to AI adoption, especially in the customer experience space.
While AI offers powerful tools to improve responsiveness, personalisation, and ease of interaction, its implementation must be thought through. Brands that rush into AI adoption without aligning it with their broader CX strategy risk diluting the customer experience rather than enhancing it.
The pitfalls of unstructured AI adoption
Take it from me. Every day at CM.com, we are working with businesses looking to optimise their customer experience processes. The most common questions we hear from strategy teams revolve around how AI can be integrated, how it can provide value, and where it should be applied. The rush to adopt is far from surprising. When there’s excitement and genuine potential in technology, businesses will want in on the action. But it also has its pitfalls, and these are playing out in real time.
One of the most significant issues arises when businesses deploy AI-powered tools without integrating them into their existing customer experience infrastructure first. This is particularly evident in the use of generative AI chatbots that operate in isolation from customer history, transaction data, or support context. Without access to these insights, chatbots provide generic or inaccurate responses, frustrating customers rather than improving service. This leads to inefficiencies, and human agents often have to step in to correct errors, and to try and preserve brand reputation.
Another common mistake is investing in AI without first addressing the basics of customer communications. One fundamental aspect of customer experience is being available where customers already engage. Messaging platforms such as WhatsApp, Instagram, and Facebook Messenger have become deeply embedded in daily life, yet many businesses fail to integrate these channels effectively. Simply being present on these platforms is not enough. Customer interactions must be seamless, connected, and capable of delivering value. Without a strong omnichannel foundation, even the most sophisticated AI tools will struggle to provide meaningful improvements.
The successful adoption of AI in customer experience depends on ensuring that all customer engagement channels are fully integrated. AI should not be an isolated tool but a component of a broader, structured system that unifies interactions across platforms, enabling consistency and personalisation at every touchpoint.
A strategic approach to AI in customer experience
A more deliberate and strategic approach to AI adoption begins with recognising that AI should enhance existing CX processes rather than replace them. Businesses that rely too heavily on generative AI for customer communication may risk losing the human touch that is critical for trust and loyalty. Generative AI can play a valuable role in improving conversational experiences, but only when integrated with customer data seamlessly connected to human agents when necessary. AI should support—not supplant—the fundamentals of good customer service.
Beyond generative AI, businesses should also explore the potential of agentic AI. Unlike generative AI, which is designed to create content, agentic AI is built for decision-making and autonomous task execution. It enables businesses to develop AI-driven service agents that can handle complex workflows without requiring constant human intervention. These AI agents can automate customer support responses, personalise marketing campaigns, manage appointment scheduling, and analyse feedback in real time, continuously improving their performance through learning.
Agentic AI represents an important shift in leveraging AI to improve customer experience. Rather than merely generating text-based responses, it allows businesses to build intelligent, purpose-driven systems that actively assist customers and streamline processes. This approach reduces the burden on human agents, improves response times, and enhances overall efficiency.
The relationship between generative AI and agentic AI is not an either-or decision. Both have valuable roles to play in shaping the future of customer experience. Generative AI enhances customer interactions through conversational capabilities, while agentic AI ensures that back-end processes are handled efficiently and autonomously. The key to successful AI adoption lies in balancing these capabilities within a structured CX strategy that prioritises responsiveness, personalisation, and seamless engagement.
AI as an enhancer
The widespread excitement surrounding AI presents immense opportunities for businesses, but only if they approach it with a clear and strategic mindset. Customer experience should always be designed around customer needs and preferences, with AI acting as an enabler rather than a replacement for structured CX processes. Implementing AI for the sake of following trends will not lead to meaningful improvements. Instead, businesses must focus on integrating AI in a way that aligns with their existing customer experience strategy and enhances the quality of service they provide.