The 2024 CCW Market Study on Generative AI finds 81% of contact center leaders expect the technology to significantly impact operations, with 86% investing this year. Top priorities include ease of implementation, user experience, and CX impact, while risks like data privacy (77%), inaccurate answers (74%), and loss of human touch (70%) are growing concerns. Leaders see AI as key to personalized, resolute self-service, with 89% expecting improved contextual engagement. For agents, priorities include knowledge management and real-time guidance to cut effort and improve productivity. Success requires three phases: unifying digital experiences, fixing search inefficiencies, and continuous improvement.

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