Acxiom unveils top CX trends for 2025 with human focus

Acxiom has released its report on the top five customer experience (CX) trends for 2025, emphasising the role of human engagement in an increasingly AI-driven landscape.

The study, titled "A Human-Centric Approach to Customer Experience," highlights the transformative impact of artificial intelligence (AI), machine learning, and data analytics on CX. Conducted in partnership with global research consultancy MTM, the report includes insights from surveys of 200 businesses and 2,000 consumers across the UK and US.

Acxiom's research reveals two prominent narratives: the growing comfort with AI from both brands and consumers and the continued importance placed on human interaction. Despite these seemingly conflicting trends, brands are encouraged to harness a human-centric approach to CX while leveraging technological advancements.

Tate Olinghouse, Chief Client Officer at Acxiom, commented on the report, saying, "AI, automation, and other emerging technologies are changing marketing as we know it, but tech alone can't deliver the deep, authentic experiences customers crave. Our findings reveal that technology should enhance—not replace—the human touch that builds lasting connections and sustainable growth for brands."

The report outlines five CX trends expected to shape 2025:

Balancing Tech with Human Touch: A significant portion of consumers (77%) appreciate the conveniences offered by AI, yet they still seek meaningful human interaction. Proper integration of AI with personal touchpoints can significantly increase customer satisfaction. However, consumer willingness to engage with AI varies across generations and depends on the intended goals of the interaction.

The Power of Fandoms and Communities: Over half of the consumers surveyed (53%) desire genuine connections, and brands that create vibrant online communities see a 67% increase in customer retention. A UK retail company's VP of Marketing noted the shift towards community-focused marketing as both a challenge and an opportunity to engage consumers beyond the transactional level.

Loyalty Lessons from Luxury: The study indicates that 60% of consumers prefer brands with loyalty schemes over those without, signalling that such programs are a significant differentiator. Consumers increasingly expect benefits for both new patronage and continued loyalty, with 78% indicating they would remain with a brand if rewarded for their loyalty.

Inclusive Product and Service Design: Inclusivity has become paramount, with 59% of brands recognising its growing significance in recent years. Consumers demand accountability from brands regarding inclusivity, with 64% stating its importance in demonstrating commitment through products and services. However, there remains a gap between the aspects of inclusivity prioritised by brands and those valued by consumers.

Trust through Transparent Data Practices: Nearly all consumers surveyed (98%) are aware that their data is used for marketing purposes, but only 57% understand how it is being used. Brands that prioritise transparency can garner loyalty from the 78% of consumers who value clear communication and control regarding their data.

Acxiom's report underscores the evolving landscape of customer experience, where the integration of AI and technology must complement, not replace, human engagement. As brands navigate these trends, prioritising personalisation, community-building, inclusivity, and transparency will be key to fostering lasting customer loyalty and ensuring sustainable growth in 2025 and beyond.