AI set to transform customer experience & loyalty in 2025

A new report has identified 2025 as the year artificial intelligence (AI) is expected to deliver concrete value in customer experience (CX), presenting both opportunities and challenges for brands seeking to maintain consumer loyalty.

The State of Customer Experience 2025 report, published by Verint, incorporates findings from a survey of 5,000 consumers in the United States, examining the evolving role of AI and digital channels in the realm of customer service.

AI expected in customer service

The survey results show that 86% of consumers now recognise the benefits of AI in customer service functions.

The appetite for AI-driven support is strongest among younger adults, with 98% of those aged 18 to 34 reporting a positive attitude towards AI-powered interactions. This data indicates that AI capabilities are no longer optional but are quickly becoming an expectation among consumers engaging with brands.

Anna Convery, Chief Marketing Officer at Verint, stated:

"There's been a great deal of discussion over the last 24 months about the impact of AI in the CX world. Now we're seeing measurable value from AI become a reality. The insights in this survey provide brands with a clear roadmap to achieve maximum value and deliver exceptional customer experience."

Changing priorities: efficiency over empathy

According to the report, 56% of consumers rate the speed at which they can obtain information as the most important component of good customer experience. By comparison, fewer consumers prioritised empathy as a key CX characteristic. This finding positions AI-driven self-service solutions as a necessity for businesses aiming to meet the dominant consumer demand for efficiency and rapid resolution.

Digital platforms on the rise

The popularity of digital channels over traditional phone-based support continues to rise. The report finds that 73% of consumers now prefer to interact with brands digitally rather than over the phone. Among the 18-to-34 demographic, this figure climbs to 89%, indicating an entrenched digital-first approach to customer engagement may be on the horizon for service providers.

Loyalty at risk after poor experiences

The consequences for failing to meet rising consumer expectations appear to be steep. The report notes that 78% of respondents would consider switching brands after just a single negative customer experience, up from 67% in the previous year. This statistic highlights the escalating stakes in the area of customer loyalty and the increased pressure on brands to get customer experience right the first time.

On the other hand, brands delivering high-quality customer experience benefit from enhanced retention and advocacy.

The report points out that 86% of consumers are likely to return to brands providing good CX, while 81% would recommend those brands to others, underscoring the direct connection between customer satisfaction, retention and revenue growth.

Research methodology

The survey underpinning the State of Customer Experience 2025 report was carried out between late January and late February 2025.

It sampled a representative cross-section of adults aged 18 to 74 across the United States, aiming to capture a comprehensive perspective on the current and future landscape of customer experience preferences.

The findings present a series of 12 trends predicted to shape the evolution of CX over the coming year, with a particular focus on the integration of automation technologies and the growing influence of AI in delivering rapid and reliable customer service solutions.