AI investment surges as firms lag on omnichannel CX

New research from CCW Europe Digital has found that artificial intelligence is a leading investment priority in customer experience programmes, even though only a small minority of organisations use it proactively across all customer channels.

Based on insights from more than 100 senior customer experience leaders in the CCW Europe community, the study points to a widening gap between companies working towards connected, consistent service and those still relying on fragmented journeys and disconnected data.

The findings are published in a report titled The Path to Omnichannel Customer Engagement, which examines how organisations use AI and automation in customer interactions and how those choices relate to progress towards "omnichannel maturity".

AI use today

The research suggests most organisations are still in the early stages of using AI in customer operations. It found that 48% currently use basic AI, including chatbots and scripted automation. Elsewhere, the report says 46% deploy AI mainly for reactive automation, such as chatbots and scripted workflows.

Beyond these implementations, 14% have introduced predictive approaches. Only 4% said they have advanced to proactive AI that works across channels and processes. The report repeats the same figure for organisations currently using AI proactively across channels.

Investment intent appears to be outpacing deployment. The research found that 19% of respondents listed conversational AI and automation among their top two omnichannel investment priorities for the next 12 months, while another 10% plan to focus on AI-driven routing.

Omnichannel gap

The report suggests many organisations still deliver only partial cross-channel experiences. Nearly half of respondents (49%) said they offer only a basic cross-channel experience, while 10% said they have reached what the report calls true omnichannel maturity.

It also highlights organisational constraints. The research found that 21% of organisations operate in silos, which the report links to inconsistent service and limited visibility of customer interactions.

For customers, that can mean repeated data entry and poor continuity between touchpoints. The study found that 17% of organisations require customers to start over and re-enter information when switching channels. Only 4% said they can preserve a full customer history across interactions.

Unified customer data was also a common priority, cited by 27% of customer experience leaders as a key focus area.

Operational challenges

The findings highlight the complexity that can follow the rollout of additional channels and digital tools. As organisations add touchpoints, they generate more data, and the report links the resulting volume and fragmentation to increased pressure on teams and systems.

Legacy technology was also flagged as a barrier. The research describes change programmes as disruptive when they involve replacing long-standing systems, and notes that customer data ownership often remains split across functions, limiting efforts to create a consistent view of the customer.

CCW Europe General Manager Katie Judd said the results show a mismatch between ambition and execution.

"This data shows us that, while omnichannel ambition is pervasive, only a small number of organisations have the capabilities to deliver it. Most are confined to upgrading and modernising isolated touchpoints, but each new channel or attempt to digitise interactions introduces more data - and that complexity can cause overwhelm."

Judd linked progress to changes in organisational design and measurement.

"Accelerating out of the mid-stage stall requires strategic reorchestration to redesign the end-to-end customer journey across the whole organisation. This comes with challenges as changing legacy systems can be disruptive and data ownership often sits in organisational silos. We're seeing that when organisations focus on unified customer identity, predictive and proactive AI, cross-functional teams and real-time performance measurement, the results can bring huge improvements to the experience for both customers and the organisation itself."

Survey respondents worked across customer care, support services, customer operations, customer insights and product management, and included C-suite executives and heads of function. The research covered sectors including financial services, healthcare and pharmaceuticals, hospitality and travel, retail, automotive, telecommunications, energy, and government and non-government organisations.

CCW Europe Digital is releasing the report ahead of the CCW UK Summit in May, which is expected to bring together more than 350 attendees. The programme includes sessions on omnichannel strategy, operating models and AI adoption, with speakers from brands including Virgin Atlantic Airways, Wayfair, HSBC, Jaguar Land Rover, Vodafone and Depop.

The organisers said the agenda will focus on practical approaches to unifying customer experience across channels and reducing organisational silos.