4 August 2026

AI for the Customer Experience

AI and Customer Experience?

Before we can understand how AI plays a major role in the customer experience, it’s important to understand what the customer experience is.

Here is our definition: It refers to the range of emotions and feelings experienced by the customer throughout their interactions with the brand or retailer.

Customer interactions with brands are becoming more frequent, and the demand for personalization and relevance is growing.

According to a Gartner study, in 2023, 73% of customers wanted a higher level of personalization, and 56% of consumers plan to make another purchase after a personalized experience.

Brands must therefore be resourceful in meeting these expectations, which leads them to grapple with a complex challenge: increasing the ROI of their initiatives while maintaining constant marketing spending—a situation that requires an ever-increasing volume of content to be produced and data to be analyzed.

In this context, the use of AI is therefore becoming a necessity for businesses.

According to Forrester, 63% of retail brands plan to invest in AI, recognizing the direct impact it has on business performance.

At the heart of the customer experience (CX) lies, first and foremost, a sense of brand loyalty—but that’s no longer the only factor. 84% of consumers now place as much importance on the experience a company delivers as they do on its products and services. Brands must therefore also foster a connection with the product and inspire a desire to buy—which is what the concept of Product Experience Management is all about.

Is Automating the Customer Experience a Good Idea?

In short, artificial intelligence (AI) is profoundly transforming the customer experience by offering solutions that improve the efficiency and personalization of services. Thanks to tools such as chatbots, real-time data analysis, and personalized offers—to name just a few—companies are now able to meet their customers’ expectations more precisely and proactively. AI also automates repetitive tasks, freeing up time for teams so they can focus on interactions that add greater value. However, it is essential to maintain a balance between automation and human interaction to ensure an authentic experience.

In summary, when properly integrated, AI provides a strategic advantage for companies seeking to differentiate themselves through customer service that is fast, personalized, and responsive.