AI-powered customer experiences help enterprises deliver value and drive outcomes by combining trusted customer data, AI, and automation. IDC found only 11% of companies have advanced CX maturity. Leading practices include unifying data for real-time personalization, enabling intelligent conversations, ensuring secure data use, and focusing on outcomes over tasks. Benefits include higher customer lifetime value and satisfaction. Challenges remain in integrating legacy systems and proving ROI. By 2027, 60% of firms will use GenAI to let customers shape their journeys, boosting loyalty and business results.

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