The connected customer|MIT Technology Review

As brands compete for increasingly price aware customers, customer experience (CX) has actually come to be a decisive differentiator. Lots of battle to provide, constrained by obsolete systems, fragmented information, and business silos that restrict both agility and consistency.

The existing wave of artificial intelligence, specifically agentic AI that can act and reason across operations, provides an effective chance to reshape solution delivery. Organizations can currently supply fast, individualized support at scale while enhancing workforce performance and fulfillment. However recognizing that possible calls for more than isolated devices; it asks for an unified platform that connects people, information, and decisions across the service lifecycle. This report explores how prominent organizations are navigating that shift, and what it takes to relocate from AI possible to CX influence.