The KPMG 2024 Customer Experience Excellence (CEE) Report explores how AI is reshaping customer experience across sectors and countries. It highlights that organizations leading in customer experience use AI to drive personalization, operational efficiency, and loyalty. AI adoption is accelerating, but success depends on aligning technology with customer needs, ethical standards, and organizational goals. The report outlines KPMG’s Six Pillars of CX—Integrity, Resolution, Expectations, Time and Effort, Personalization, and Empathy—and how AI impacts each. It provides sectoral case studies, implementation roadmaps, and best practices for scaling AI responsibly.

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