The 2025 Customer Experience Relevance Report shows customer effort is at an all-time high, with 84% saying they expend moderate to high effort to find help and 72% abandoning sites after poor self-service. Search remains the gateway, with 43% going straight to the search bar, but frustrations with irrelevant recommendations and hallucinations from generative AI persist, with 49% reporting fake answers. While customers demand instant, personalized, omnichannel experiences, trust in generative tools depends on accuracy and data grounding. The report concludes that unified, AI-powered search and discovery can cut friction, improve relevance, and convert effort into loyalty.

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