August 26, 2025
AI Is Everywhere in Banking Contact Centres, Except in the Metrics That Matter
If 75% of banking contact centres already use AI, why are only 27% measuring its business impact?
A new study from Glia, conducted with analyst firm Metric Sherpa, reveals that 90% of banking leaders now view the contact centre as a strategic hub of innovation rather than a cost centre, yet most have not built the frameworks needed to capture a return on their AI investments.
The report titled The New Equation: Redefining Value, Effort, and Impact in the AI-Era Contact Center, shows that while adoption is high, integration into daily workflows and performance systems is still limited. As a result, AI is present across operations, but its contribution to customer experience, employee productivity, and business growth often goes unmeasured.
Justin Robbins, Founder and Principal Analyst at Metric Sherpa, said: “If you’re only using AI to cut costs, you’re missing out on its greatest potential: driving growth through strategic intelligence. Modern AI can turn every customer interaction into actionable insight — fueling innovation, improving experiences and driving long-term growth. With thoughtful AI deployment, business leaders can elevate the contact centre from merely a service endpoint to a key innovation driver.”
Inconsistent Measurement
Long wait times and fragmented systems continue to frustrate both customers and staff. Forty-three percent of organisations are reinvesting AI-driven savings into higher pay and hiring standards, but only 16% trust contact centres to lead AI decision-making. Leaders recognise value across customer, employee, economic, and strategic dimensions, but measurement is inconsistent, especially when it comes to strategic impact.
A joint report from HubSpot and SurveyMonkey finds the same imbalance playing out beyond banking. While 75% of marketing leaders and 59% of CX and sales leaders say AI is more important to their strategies this year, only 33% of consumers report using more AI and just 19% feel excited about it. This points to a broader trend in which business adoption is racing ahead, but consumer trust and measurable value fall back.
