AI innovations to transform customer experience by 2025

Matthias Goehler, Chief Technology Officer, EMEA at Zendesk, has provided insight into the evolving landscape of customer experience (CX) anticipated for 2025.

Goehler identifies a significant increase in the use of shadow AI, which he expects will necessitate greater governance within enterprises: "With a 250% year-on-year surge in shadow AI usage across some industries, 2025 will be a turning point for enterprise AI governance. To mitigate the risks of employees using untrustworthy, external AI tools, organisations must prioritise integrating secure AI copilots that meet both employee needs and expectations. It is becoming more crucial for companies to ensure their AI solutions adhere to robust security standards and are fully integrated into existing workflows."

"This approach will not only safeguard privacy, security, and service quality, but will also prepare the workforce for a future of greater automation. Looking ahead, it will become a priority for businesses to establish clear AI usage guidelines and provide employees with approved, user-friendly AI tools that foster a culture of responsible AI usage," Goehler explained.

Automation is another key focus for 2025, specifically the rise of bot-to-bot communication. Autonomous systems are expected to enhance operational efficiency by enabling collaboration between bots for tasks such as travel bookings and supply chain coordination.

Goehler said, "In 2025, we expect automation around bot-to-bot communication to take centre stage as a critical component of operational efficiency. Autonomous systems are moving beyond standalone functions, enabling collaboration between specialised bots for tasks like travel bookings or supply chain coordination. For instance, a hotel bot could seamlessly interact with an airline and car rental bot to create a unified travel itinerary. This interconnected approach enhances speed and accuracy and sets new standards for personalised customer experiences."

The role of Autonomous AI in customer service is anticipated to expand significantly. Goehler indicated that such systems could manage most customer queries with minimal human intervention, freeing agents to tackle more complex issues. He forecasted, "Autonomous AI is becoming a key foundation of customer service in 2025, with Copilots and fully autonomous systems reducing the need for human intervention. 90% of CX Trendsetters (those leading the way in shaping the field of customer experience) believe that these tools will work towards managing up to 80% of customer queries, allowing agents to focus on more complex tasks in the next few years."

"Early AI adopters are seeing substantial returns and efficiency gains. Wider adoption will create a competitive advantage, freeing human workers from routine tasks to focus on customer relationships. Looking forward, companies leveraging autonomous AI will be better placed to lead the market by balancing efficiency with meaningful human interactions, leaving competitors reliant on outdated models struggling to keep up."

As per Goehler's predictions, there will be a growing demand for AI with human-like characteristics, which consumers believe will increase their trust in AI. "In 2025, consumers are expected to desire more than speed and accuracy from AI—they expect empathy, friendliness, and human-like qualities. 68% of consumers believe these traits increase their trust in AI systems. By prioritising these characteristics, businesses will reimagine AI as a trusted partner in customer engagement. This approach not only strengthens customer relationships but also ensures AI plays a central role in creating meaningful and personalised experiences. In the coming year, businesses prioritising these 'human' elements will likely see increased customer engagement and loyalty," he noted.

Goehler also highlighted the growing role of personal AI assistants in reshaping customer interactions. These tools are expected to manage routine tasks, with systems ensuring compatibility to meet customer experience needs. "Personal AI assistants are reshaping customer interactions and we expect assistant-first experiences to become more prevalent in 2025. These tools handle tasks such as tracking orders, managing booking and freeing customers from mundane and repetitive processes. For a seamless customer experience, companies need to ensure their systems are compatible with personal AI assistants. Those that embrace this shift will be able to set new standards for convenience, while those who don't risk falling behind in the race to meet customer expectations," he asserted.

Another transformative trend outlined by Goehler is the advancement of Voice AI. He predicts it will deliver human-like interactions and central to customer engagement. "Voice AI will reach new heights in 2025, revolutionising customer engagement with its natural language capabilities, enabling seamless and human-like interactions. 60% of consumers would like businesses to adopt advanced voice technologies to enhance communication across touchpoints. From real-time sentiment analysis to multilingual support, Voice AI is becoming essential for brands looking to deliver intuitive and personalised experiences."

"As Voice AI technology continues to evolve, businesses that adopt and integrate this innovation will empower consumers to experience a more seamless customer journey. By enabling users to articulate their needs effortlessly through voice—especially for addressing complex issues—companies can streamline interactions and enhance customer satisfaction," he commented.

Goehler concludes with the prediction that AI-driven personalisation will become a standard expectation by 2025. This shift will prompt CX leaders to focus on new metrics for success, such as customer retention and lifetime value. "In 2025, AI-driven personalisation will transition from a differentiator to a baseline expectation. Nearly two-thirds (61%) of consumers will expect hyper-personalised experiences in the next few years, and CX leaders are responding by focusing on new loyalty metrics such as retention and lifetime value. Advanced AI enables tailored customer journeys, offering everything from bespoke recommendations to customised escalation paths. Businesses that prioritise personalisation will not only meet consumer demands but also outpace competitors by further developing customer loyalty, creating lasting relationships in the process," he concluded.