Generative and agentic AI are no longer experiments for most customer experience (CX) leaders. According to CallMiner’s 2025 CX Landscape Report, 96%* of global CX and contact center leaders believe implementing AI (including generative and agentic AI) is key to their CX and contact center strategies, up from 87% in 2024. That said, while AI adoption is making quick gains, this year’s report also reveals that organizations are still struggling to manage those investments with proper governance structures.

Further, nearly half (42%) of organizations still rely on manual processes to analyze CX data, and 62%* admit they don’t often use their CX data to their best advantage. As a result, despite significant investments, enormous potential remains untapped.

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CallMiner CX Landscape Report 2025

Discover how CX leaders are leveraging generative AI to boost customer experience, cut costs, and advance AI maturity.

AI adoption matures, but governance and readiness lag

AI implementation is quickly becoming more widespread as organizations look to streamline CX improvement strategies. Eight in ten organizations (80%*) report they’ve at least partially implemented AI, compared to just 62% last year. Much of this progress is driven by partnerships with software vendors – 51%* of organizations say they rely entirely on third-party AI solutions, which offer faster, more scalable deployment than in-house built solutions.

But adoption is still outpacing readiness. Despite 71% of respondents reporting dedicated AI governance resources, 67% are still implementing AI without adequate governance structures in place. And even among organizations with formalized governance teams, less than half (43%) are focused on defining an AI strategy. The result is a fragile foundation where risk management, ROI measurement, and cross-departmental alignment remain inconsistent.

Security and inaccuracy concerns also persist. More than half of CX leaders (52%*) worry about AI spreading misinformation, up from 44% in 2024. Nearly half (49%*) also express fears about compliance and security risks, reversing last year’s trend of declining concern.

The CX data paradox: More collection, less clarity

As organizations expand the use of AI and automation, they’re capturing more data than ever before. Yet, more doesn’t always mean better. The 2025 report shows 98% of organizations struggle to align CX data and feedback across departments, limiting their ability to turn customer insights into action.

Top challenges include:

• Lack of effective communication between departments (48%)
• Lack of understanding of how to analyze CX data (47%)
• Lack of clarity around how to act on data insights (45%)

The result is a data paradox. Organizations collect more feedback than ever, but they fail to maximize its value. Without well-designed processes, purpose-fit technology, and intuitive workflows for both frontline agents and analysts, raw data risks becoming a cost concern instead of a catalyst for CX transformation.

AI as a productivity and workforce enabler

Despite these challenges, leaders remain optimistic about AI’s potential. In fact, the same percentage of organizations (96%*) believe AI is key to unlocking employee potential as those that see it as essential for optimizing CX strategies under financial strain.

That optimism is playing out today in real-world use cases. Nearly half (47%) of organizations use AI to provide agents with real-time guidance during customer interactions. Another 43% use AI to free up frontline staff by automating repetitive tasks, allowing them to focus on strategic, high-value work.

Customers also benefit from smarter automation. Organizations are increasingly deploying AI to personalize customer outreach (43%) and enable self-service resolution (40%). The most effective companies are finding balance – using AI to handle routine contact center and quality assurance (QA) processes, while augmenting human interactions to elevate overall CX.

The future of CX: Intelligent automation at scale

The findings of the 2025 CX Landscape Report reinforce CallMiner’s belief that the future of CX lies in intelligent automation. With CallMiner, every customer interaction becomes a source of insight and action – throughout the entire CX lifecycle. Here’s how it plays out:

• Intelligence: Capture and analyze 100% of omnichannel conversations with speed and accuracy. Turn data into AI-driven insights for smarter decisions.
• Augmentation: Deliver data-driven coaching and real-time guidance that empowers agents to focus on what matters most – exceptional CX.
• Automation: Move beyond surveys and clunky IVRs. Use advanced AI to fuel process automation, voice-optimized virtual agents, and proactive outreach that reduces costs and increases customer satisfaction.

By combining conversation intelligence with advanced automation, organizations can bridge the gap between AI ambition and execution. The result: measurable ROI, empowered employees, and CX that drives enterprise-wide transformation.

Get the 2025 CallMiner CX Landscape Report

The future of AI in CX is all about execution, governance, and turning insights into action. The 2025 CallMiner CX Landscape Report explores how organizations are scaling AI, overcoming governance and data challenges, and unlocking new opportunities for both customers and employees.

Surveyed geographies include the US, U.K. and Ireland, South Africa, France, and Germany, with industry-specific insights across healthcare, financial services, technology, retail, and — for the first time — business process outsourcing (BPO).

Download the full 2025 CallMiner CX Landscape Report here.

* Where historical data and comparisons are discussed, business process outsourcing industries data are excluded, to ensure the data points are comparable to previous years.