From the IBM Institute for Business Value

Share this page

Share this page

Seeing the forest and the trees

Companies are moving aggressively to enhance their customer experience (CX) with artificial intelligence (AI). Executives expect demand for AI to bring about extensive change within their organizations, especially in customer engagement, which will have a significant impact on CX practitioners. While most practitioners see AI as an opportunity, fewer say AI will force the wholesale change that executives have predicted. Do CX practitioners have their heads in the sand? Or does their tactical focus afford them a more sober, realistic view of what’s possible and how quickly it can be achieved? Companies must strive to bridge this perception gap, or risk disconnects and misdirection that can slow down – or derail – progress.

Featured findings

About the authors

Billy Seabrook

Billy Seabrook
Partner, Global Chief Creative Officer
IBM iX

Carolyn Heller Baird

Carolyn Heller Baird
Global Research Leader, Customer Experience and Design
IBM Institute for Business Value

Read related IBM publications

The AI-enhanced customer experience

The AI-enhanced customer experience

A sea change for CX strategy, design and development

Accelerating enterprise reinvention

Accelerating enterprise reinvention

How to build a cognitive organization

From data deluge to intelligent insights

From data deluge to intelligent insights

Adopting cognitive computing to unlock value for marketing and sales

Choose a channel to access
IBV thought leadership

Follow IBV