Medallia’s report explores how customer experience (CX) practitioners perceive and apply AI, revealing that 96% feel AI has met or exceeded expectations. Most believe AI enhances data analysis and decision-making, with 90% having tried generative AI tools and 42% using them regularly. However, concerns remain, including accuracy, job loss, data privacy, and bias. Investment in AI is strong, especially among high-growth companies, with many organizations establishing AI-dedicated roles and strategies. The leading use case is improving data analysis quality, while impact is measured by time saved, speed of insights, and customer feedback.

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