Martin Taylor is the Co-Founder and Deputy CEO of Content Guru.
The way customers interact with businesses is set to undergo a seismic shift in the second half of the decade. The emergence of Agentic AI systems that can perceive, reason, act and learn autonomously to solve complex challenges, without human intervention, will drive the transformation. Although fewer than 1% of enterprise software applications featured Agentic AI at the end of 2024, that number will rise to 33% by 2028 according to Gartner, with the analyst firm also forecasting 80% of common customer service issues without human intervention by 2029; highlighting the impact it will make to the consumers and businesses alike.
Although the concept of autonomous Customer Experience (CX) might seem a long way off, it isn’t. The increasing accessibility of AI for both consumers and businesses has meant we are moving towards a world where AI can support and represent both parties and entire interactions. Examples of increased AI accessibility for consumers can be seen with access to LLMs such as ChatGPT and Google Gemini, and the launch of Apple Intelligence and Galaxy AI on iPhones and Samsung Galaxy devices, respectively.
How will the rise of AI-powered digital assistants and Agentic AI change the way customers interact with businesses, and what changes could we expect to see across the entire CX industry?
Bridging The Gap Between Businesses And Customers
Consumers are becoming increasingly familiar with using digital assistants like Siri, Alexa and Gemini for a wide range of everyday tasks such as answering questions, setting reminders, and searching the internet. However, their most powerful capability may be their potential as personal assistants that streamline interactions between consumers and businesses.
By 2026, over one-third of all web-based content will be optimized for AI-driven search, which is already changing how businesses attract and service customers. AI-powered assistants will act as intermediaries, helping customers find businesses, book services, and complete transactions with ease. As these technologies evolve, digital assistants will take on more responsibilities by automating simple interactions, gradually advancing to handle more complex tasks, and creating seamless, low-effort customer journeys.
The increasing adoption of AI-driven personal assistants means that customer interactions will no longer be limited to traditional digital channels. By 2027, it is predicted that 85% of all customer data will be collected from automated interactions facilitated by digital assistants. Businesses that optimize their services for AI-driven discovery and engagement will gain a competitive advantage in delivering seamless, personalized customer experiences.
Agentic AI: Customers of the Future
In the past, customers needed to initiate contact with businesses, relying on either customer service representatives or basic AI chatbots to resolve their issues. Now, with advanced AI-driven personal assistants, proactive engagement is becoming the norm. According to Forrester, 71% of customers say they prefer businesses to engage with them proactively, anticipating their needs and offering solutions before problems arise.
Agentic AI workflows can boost organizations’ ability to integrate and act on data across diverse sources. By leveraging vast amounts of customer data collected through Internet of Things (IoT)-enabled devices and other digital channels, businesses can facilitate personalized interactions, provide predictive solutions, and automate customer journeys. The ability to seamlessly connect data sources and customer touchpoints will be a critical factor in driving first-class CX and boosting customer loyalty.
Agentic Digital Assistants: The Future of AI-Driven CX
While Agentic AI is the current hot topic in CX, it’s important to recognize that the technology remains largely conceptual. Towards the end of 2024, Gartner estimated that less than 1% of enterprise software applications featured Agentic AI capabilities. In addition, ‘Agentic-washing,’ where outdated solutions such as non-Agentic robotic process automation (RPA) are misrepresented as cutting-edge Agentic AI, contributes to distrust and the growing problem of Agentic AI fatigue among customers and stakeholders.
Adoption will not happen evenly across all industries. Agentic AI will first take root in sectors where the business case is clearest, with other sectors learning from these early implementations to refine their own strategies. For tech leaders, success will depend on a strategic, phased approach: piloting Agentic AI in low-risk environments, investing in internal expertise, and establishing strong governance frameworks to ensure transparency, accountability, and continual refinement. Organizations that approach this evolution with both ambition and caution will be best positioned to realize the full potential of Agentic AI without falling prey to early pitfalls.
By taking proactive CX to the next level, companies will empower customers to experience truly seamless, autonomous workflows. The future of CX lies in Agentic AI and IoT, where human agency is enhanced rather than replaced.
Businesses that embrace these technologies will lead the next evolution of customer experience, offering faster service, personalized interactions, and predictive solutions, because soon, your next customer might not be a person at all.
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