CX Trends 2027
Beyond AI
Building what comes next
One experience with many moving parts.
Is your CX ready for what's next?
Great CX happens when every piece works together.
As AI continues to reshape CX, adoption alone is no longer a competitive advantage. Across Europe, the EU AI Act is raising expectations around responsible AI, while business leaders are demanding clearer evidence of value. The opportunity lies in bringing the right capabilities together, embedding AI into the business, and turning investments into measurable results.
In 2027, keeping up with AI
won't be enough.
Organizasions need to rethink how CX operates, where investments deliver value, and what needs to change to stay ahead.
The CX Trends 2027 report challenges conventional thinking and offers fresh perspectives to help CX leaders question assumptions, rethink priorities, and identify new opportunities for their organisations.
Discover insights to:
Turn AI investments into measurable results.
Connect the pieces of CX to create more seamless, effective customer experiences.
Prepare your organisation for what's next with stronger governance and a workforce ready to evolve.
The numbers tell a bigger story.
From AI-driven productivity gains in EMEA to the broader challenges of AI adoption,
these findings reveal what CX leaders need to address to turn AI ambition into business impact.
AI is already delivering productivity gains in EMEA
37%
of customer service leaders in EMEA say AI has already delivered significant productivity gains, more than any other business area.
Source: IBM
AI adoption can come with a higher cost
66%
of CX leaders reported net cost increases following AI adoption.
Source: The Great CX Reset, TTEC Digital and CX Dive
AI projects risk falling short without the right data foundation
60%
of organisations will abandon AI projects unsupported by AI-ready data.
Source: Gartner
AI is becoming a valuable support tool for agents
91%
of European CX leaders say AI copilots and agent-assist tools will be valuable in supporting agents over the next two years.
