July 08, 2025
Only 1 in 10 Companies Excel at AI-Driven Customer Conversations, Study Finds
A new study by Harvard Business Review Analytic Services, commissioned by Infobip, reveals a gap between ambition and reality when it comes to customer experience. While 93% of business leaders acknowledge the importance of delivering meaningful, human-like conversational interactions, only 36% feel their organisations are truly effective at it.
Even more concerning, only 11% believe they are successfully using artificial intelligence to replicate human conversations with customers.
“While everyone talks CX, almost no one delivers,” said Ben Lewis, VP Marketing and Growth at Infobip. “When brands can’t deliver meaningful, human-like conversations, they don’t just lose efficiency – they lose trust. It’s time to rethink what customer experience really means in the AI era”.
The report, titled “Conversational Experiences: The Untapped Potential of AI in Customer Engagement”, uncovers a widening disconnect between customer expectations and the tools businesses are currently deploying. Although most organisations already rely on a mix of SMS, messaging apps, email, and chatbots at various stages of the customer journey, these efforts often fall short of creating the seamless, engaging experiences consumers now expect in the age of AI.
Why Are So Many Businesses Missing the Mark?
The research identifies several key hurdles. Almost half of the respondents cited a lack of visibility across customer communication channels (48%), while 46% reported difficulties capturing consistent customer data throughout the customer journey. Moreover, 44% struggled with integrating AI-powered tools into their platforms, and 49% noted a lack of clear best practices for using these systems effectively. Insufficient investment in advanced conversational technologies was also flagged by 48% of participants as a significant barrier.
Despite these challenges, there’s optimism for progress. Many organisations are actively looking to close the experience gap over the next 12 months. Half of those surveyed plan to automate more of their processes, while 41% intend to boost their use of AI in customer interactions. Meanwhile, 39% are prioritising better integration across communication platforms to ensure more consistent, streamlined conversations.
This study shows that while the desire to create exceptional customer conversations is nearly universal, execution is still lagging, especially when it comes to leveraging AI. With rising customer expectations and rapid technological advancements, organisations must now move from intention to action. For many, that means investing in smarter automation, seamless integration, and a more strategic approach to deploying AI across the entire customer journey.
