Enterprise AI is booming. So why isn’t customer experience keeping up?
A customer opens WhatsApp to ask about an insurance renewal. Minutes later, the conversation moves to a voice AI assistant. Eventually, a human agent takes over. At each step, the customer is asked to explain the problem again.
It is a small frustration, and one that CIOs are spending heavily to eliminate. Yet the data suggests the investment is not paying off at the pace leaders expected.
Forrester’s latest Customer Experience Index shows how uneven the progress has been. After four years of decline, North America is showing early signs of recovery: in the US and Canada, 26% of brands posted statistically significant gains in 2026, against 7% that declined. Asia Pacific, which Forrester measures through Australia, India and Singapore, is largely holding in place. Of the 57 brands evaluated in both 2025 and 2026, only 7% improved, 19% fell and 74% were statistically unchanged. Banks in India and Australia...
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