CX Leaders Face a Tipping Point with AI Capabilities in 2025
Survey reveals strong momentum for AI investment, unlocking significant opportunities for full-scale integrations that include multimodal interfaces, voice technology, and agentic AI

Excerpt from TELUS Digital and Statista survey, highlighting
Enthusiasm for GenAI is Clear, but Adoption Gaps Remain
The survey, conducted in partnership with Statista, asked 250 enterprise leaders across the
Results show that CX leaders recognize the transformative power of GenAI, with
Despite ongoing economic uncertainties throughout 2024,
-
84% of CX leaders consider the need to "improve the quality of customer service delivery" as being of critical or high importance, making it their most pressing objective for 2025; -
76% reported improved customer experience outcomes over the past year; and -
44% of CX leaders said that advancements in technology had the greatest external impact on their company’s customer experience in 2024.
Despite this momentum in technology-driven CX, only
Closing this gap will be essential for brands to unlock more intuitive, intelligent, and personalized customer journeys at scale in 2025 and beyond. “Whilst we continue to build cutting-edge capabilities for our clients, we are focused on helping them move from single-threaded solutions to more holistic GenAI adoption across their organizations. Given the size and scope of our clients’ CX operations, scaling these activities has a big impact,” said
Voice Technology is an Untapped Opportunity
While the survey results show enthusiasm for advancing CX through AI technologies, the areas where leaders are choosing to invest tell a more nuanced story. When asked about top digital CX technologies they plan to invest in for 2025:
-
44% prioritized CRM systems as their top investment area -
38% planned to invest in chatbots and virtual assistants -
32% chose analytic tools
Only
“AI-powered chatbots and similar foundational applications are a good starting point, but CX leaders should be aiming higher this year, especially in considering transformational technologies like voice, which can deliver impactful value for brands,” said Tobias Dengel, President, TELUS Digital Solutions, and author of The Sound of the Future: The Coming Age of Voice Technology, a Wall Street Journal and
“With agentic AI now emerging, where systems can autonomously analyze information and make decisions, brands need to start laying the groundwork today,” added Dengel. “The good news is that AI adoption doesn’t have to come with prohibitive costs. By working with the right partner, organizations can leverage flexible, scalable solutions that align with OPEX-friendly models, reducing the need for large upfront investments. This approach enables CX leaders to more effectively bridge the gap between single purpose solutions and full-scale AI integration while building trust, safety, and control into their systems, ensuring readiness for the next wave of AI innovation.”
Overcoming Barriers to Unlock AI's Full Potential
What is holding CX leaders back from advancing their AI goals? Despite increased AI investment, leaders cite certain challenges to adopting full, scalable AI-powered customer experiences:
-
44% of CX leaders cited high costs as the primary challenge to advancing CX initiatives; -
36% pointed to data compliance hurdles, reflecting the complexity of balancing innovation with regulatory requirements; and -
34% identified technical infrastructure limitations as a roadblock to scaling CX efforts effectively.
Overcoming these challenges requires targeted, strategic investments in technologies and tools that deliver measurable outcomes. It also demands robust infrastructure, scalable platforms, and governance frameworks that build trust and ensure seamless integration across business operations. While these steps may seem financially daunting, they can be more accessible with the right approach.
Partnering for GenAI-fueled CX Success
TELUS Digital provides a comprehensive suite of AI-powered CX solutions designed to reduce risk, optimize operational costs, and drive measurable outcomes. With an end-to-end approach, TELUS Digital supports the entire customer journey, from modernizing CRM systems and enhancing AI-driven interactions to leveraging advanced analytics. These solutions empower enterprises at every stage of their digital transformation to deliver seamless, intelligent, and highly personalized customer experiences.
Fuel iX™, TELUS Digital’s proprietary GenAI engine, empowers organizations to scale AI solutions with flexibility, control and trust. As a vendor-agnostic solution, Fuel iX allows organizations to integrate seamlessly with multiple large language models (LLMs) and cloud providers, avoiding lock-in and giving businesses the ability to choose the technologies that best suit their evolving needs.
TELUS Digital’s GenAI Jumpstart Accelerator helps brands transition from exploration to implementation with a structured, expert-led approach. Focused on identifying high-impact use cases, aligning stakeholders, and building scalable AI roadmaps, the program reduces risk and accelerates time-to-value with an emphasis on collaboration, speed, and measurable outcomes.
Emerging technologies like voice and agentic AI are redefining customer interactions, creating exciting, new opportunities for brands. TELUS Digital helps businesses stay ahead by delivering solutions that combine multimodal experiences that blend voice, visual, and touch with conversational AI and mobile applications, enabling seamless and intuitive end-to-end customer journeys.
For more information on how to achieve your CX goals in 2025, visit telusdigital.com. You can read the full TELUS Digital and Statista survey results here.
The Sound of the Future: The Coming Age of Voice Technology, written by digital innovation leader, and President of TELUS Digital Solutions, Tobias Dengel, is available for purchase on Amazon.
About TELUS Digital
TELUS Digital (NYSE & TSX: TIXT) crafts unique and enduring experiences for customers and employees, and creates future-focused digital transformations that stand the test of time. We are the brand behind the brands. Our global team members are both passionate ambassadors of our clients’ products and services, and visionary technology experts resolute in our pursuit to elevate their end customer journeys, solve business challenges, mitigate risks, and drive continuous innovation. Our portfolio of end-to-end, integrated capabilities include digital IT services, such as cloud solutions and AI-fueled automation, trust and safety services, AI data solutions, including expertise in computer vision, and front-end digital design and consulting services. Fuel iX™ is TELUS Digital’s proprietary GenAI engine at the heart of our innovation, helping enterprises advance their GenAI pilots to working prototypes and production at scale, quickly, securely and responsibly across multiple environments, applications and clouds.
Powered by purpose, TELUS Digital leverages technology, human ingenuity and compassion to fuel remarkable outcomes and create inclusive, thriving communities in the regions where we operate around the world. Guided by our Humanity-in-the-loop principles, we take a responsible approach to the transformational technologies we develop and deploy by proactively considering and addressing the broader impacts of our work. Learn more at: telusdigital.com
View source version on businesswire.com: https://www.businesswire.com/news/home/20250123976623/en/
TELUS Digital Investor Relations
Olena Lobach
ir@telusdigital.com
TELUS Digital Media Relations
Ali Wilson
media.relations@telusdigital.com
Source: TELUS Digital