November 14, 2025
This Week in CX: From AI Controversies to Retail Innovation
Happy Friday! ‘This week in CX’ brings you the latest roundup of industry news.
This week, we explored the latest in CX and innovation, from the critical role of human judgment in AI-powered customer experiences to the winners of the ICXA25 and Amazon’s AI shopping controversy.
We are also discussing updates from British Airways, Acxiom, and more.
Key news
- For years now, Black Friday has been bleeding into the rest of November. As the shopping holiday “evolves from event to season”, two-thirds of shoppers in Italy, France and Spain are already searching for the best deals weeks in advance, reports Italian newspaper Il Sole 24 Ore based on data from fintech Scalapay. More than half of European consumers surveyed by McKinsey said they were planning to start their holiday shopping early this year, prompting many retailers to launch promotions and discounts from late October.
- European startups are reaching $10bn (€8.7bn; £7.6bn) valuations quicker than before, thanks in part to the money pouring into artificial intelligence and defence companies. Half of the continent’s “decacorns” reached that status this year, including Finnish smart ring maker Oura, Italian software firm Bending Spoons and German defence tech company Helsing. French AI startup Mistral, founded in 2023, needed just two years to be valued at €10bn. Sifted notes that Europe’s startup valuations still feel reasonable compared to the “inflated” worth of US-based firms, which may explain the growing interest, including from Japanese investors.
- British Airways passengers will soon enjoy free, high-speed wifi on most flights after the airline’s parent company struck a deal with Elon Musk’s Starlink. International Airlines Group (IAG) said the satellite-powered service – part of a £7bn (€8bn) “transformation” – will be available on more than 500 aircraft operated by BA, Iberia, Aer Lingus and Vueling from next month. BA said the “lightning-fast” connection will allow passengers in all classes to stream, browse and message seamlessly from take-off to landing, including over oceans. CEO Sean Doyle called the deal “game-changing“, adding that this would “elevate the onboard experience”.
CXM news stories
Here’s the full news stories that CXM have reported on in the past week. Discover the latest news on ICXA25 winners, the role of human judgement in CX, Primark’s new store design, and more.
The Dawn of AI-Curated Experience: Empowering Customers in a Fast-Moving World
Acxiom’s latest report reveals a critical tension in the age of AI. While 93% of brands and 70% of consumers agree AI is reshaping customer experiences faster than they’re ready, consumers want control over their journey, even as brands focus on automation and efficiency.
The study reveals that 83% of consumers are open to AI influencing their decisions, but 65% say that if AI makes decisions on their behalf, it compromises their experience. Brands, on the other hand, expect AI-curated experiences to transform their sector within the next 12 months, emphasising transparency, personalisation, and scalability. This reveals a clear paradox: AI can optimise CX, but it must also empower customers to retain agency.
“The paradox between AI’s potential and the customer’s desire for control isn’t a roadblock; it’s the next great challenge for brands to solve,” says Jarrod Martin, CEO at Acxiom. Graham Wilkinson, Head of Innovation and AI, adds: “Brands that succeed won’t be the fastest adopters, but the most intentional. AI should make interactions meaningful, not mechanical, delivering empowerment and value at every touchpoint. Success requires a privacy-first approach and a unified data strategy that lets brands listen to customer signals in real time.”
Perceptions of Effort and Empathy
As many as 73% of consumers define a standout experience as one requiring minimal effort, whereas 74% of brands worry that completely frictionless experiences risk being forgettable. Emotional intelligence in AI is another area of mismatch: 61% of brands see empathetic AI interactions as transformative, but only 27% of consumers are comfortable with AI responding to their emotions, and 38% prefer AI not to interpret their feelings at all. Similarly, conversational AI adoption lags behind expectations: 85% of brands fear being left out if they don’t adapt to chat or voice interfaces, yet only 30% of consumers use these channels regularly.
The report makes clear that the future of CX isn’t about replacing humans — it’s about augmenting human insights with AI, balancing automation, personalisation, and control to deliver experiences that are trusted, human, and deeply engaging.
