Each year, World CX Day is an opportunity to tip the hat to the brands, teams, and innovations that put customers first. But this year, the celebration comes as customer experience is at a crossroads. While new technologies, especially AI, are unlocking powerful opportunities, the reality on the ground is more complex. According to Forrester, CX quality is declining year after year, and the reasons are both technical and human.
So how can brands reverse this trend? An array of CX practicioners and tech leaders told CX Today that success now depends on strategic AI adoption, trust-building, and a unified approach to digital engagement.
More Tools, But Falling Standards
“CX Day shines a light on the importance of delivering exceptional experiences — and in 2025, businesses have more tools than ever to achieve this,” said Sanjay Salunkhe, President and Global Head of Digital and Software Services at Hexaware.
Since the debut of generative AI (GenAI) tools like ChatGPT, AI has dominated CX conversations. From hyper-personalized interactions to the emergence of intelligent agents that free up human support staff, the potential of AI to improve customer interactions is vast.
“By analyzing customer behavior, anticipating needs, and responding with empathy, today’s AI agents free service teams to focus on high-value interactions while ensuring customers feel heard and supported,” Salunkhe said.
But as Salunkhe warned, potential is not enough. “To succeed, businesses must think strategically — for all the recent advances in technology, Forrester says that the quality of CX is eroding year on year.”
The issue? Disjointed tech stacks and rushed AI rollouts.
When it comes to adopting AI, bolting on endless point solutions risks making CX more difficult, not easier. Complex technology stacks can make orchestration, context-passing and personalization more elusive.
The answer is to integrate technology in smart ways to deliver exceptional experiences.
“That’s why it’s crucial to build a unified foundation — where data and systems are connected, and AI can act with context, rather than in silos. This will ensure every new capability enhances CX, instead of adding complexity,” Salunkhe said. “In turn, businesses will be able to move forward confident they can unlock AI’s full potential to drive customer experience to new heights.”
Without this foundation, even the most sophisticated AI can degrade rather than improve experiences.
“Digital transformation should be measured not just by what it changes but by how it improves the customer experience. The real impact lies in outcomes: faster resolutions, deeper engagement, and smarter service,” said Simon Hayward, VP of Sales EMEA at Freshworks. “But to get there, enterprises need to move beyond outdated metrics (such as rigid NPS scores) and embrace a more dynamic, AI-powered measurement framework.”
The Trust Gap: Why Customers Are Walking Away
In a world of instant digital interactions, trust is the new currency, and it’s in short supply.
“Today’s customers demand instant answers, personalised experiences, and round-the-clock support across all channels. They expect service to be seamless, proactive, and emotionally intelligent. And they expect it within an instant,” Hayward said. “It’s not just about automation — it’s about improving human agents so they can focus on complex, high-value conversations that build loyalty and trust.”
Twilio’s latest State of Customer Engagement Report found that only 15% of consumers “absolutely” trust brands with their data, even though 90% trust some brands to a degree. As Sam Richardson, Director of Executive Engagement at Twilio, explained:
“Trust is the bedrock of customer experience… This World CX Day is the moment for brands to evaluate their approach and strengthen that vital connection.”
Personalization may be powerful, but consumers are increasingly wary. They want relevance, but not at the cost of privacy. Although AI can help brands unlock powerful new levels of personalization, the technology must be guided by a clear strategy, Richardson said.
Customers want interactions that are relevant, but also respectful of their preferences and transparent about how their data is being captured and used. The same research shows the stakes clearly: 71% of consumers will walk away if an experience feels irrelevant.
AI must be deployed with empathy and intention. The brands that see results from their investments will be those that combine technology with authentic, customer-centric values.
Reinforcing that point, the 2025 Thales Digital Trust Index reveals global trust is sliding backwards as 82% of consumers have abandoned a brand in the past year due to clunky, insecure, or intrusive experiences.
As Simon McNally, Cybersecurity Expert at Thales, explained, “trust and experience are inseparable.”
“The problem? Too much of the burden sits with the customer. Nearly two-thirds (63%) of people believe brands force them to take responsibility for protecting their own data.”
From managing complex consent forms to resetting forgotten passwords, consumers are being asked to do the heavy lifting in the digital relationship. That’s not a recipe for loyalty, it’s a fast track to frustration.
In other words, poor customer experience often stems from poorly executed security and privacy practices. Customers expect seamless, secure journeys that don’t interrupt or frustrate.
“Customers aren’t rejecting security, they’re demanding seamless, invisible security that fits into the flow of their lives,” McNally said. “Every poor login, every excessive data grab, every glitch that makes people feel unsafe is a CX failure — and a trust failure. On the flip side, companies that design privacy, security, and usability into every interaction can turn trust into a competitive advantage.
The Path Forward: Unified, Human-Centered, AI-Powered
So, where do businesses go from here? Across the board, the experts agree that CX must be built on trust, driven by intelligent design, and fueled by AI that enhances rather than complicates the customer journey.
“Introducing new technology shouldn’t interrupt that flow; it should instead enhance it,” Hayward said. “Rather than overhauling entire systems, businesses can start small by automating routine tasks, syncing data across platforms, and gradually expanding capabilities.”
That means creating connected systems that give AI the context it needs, prioritizing transparent and respectful data practices, designing experiences where security is invisible but effective, and treating every interaction as a chance to earn loyalty.
“Success is no longer just about closing tickets — it’s about evolving the experience. Ultimately, the goal is to move from passive measurement to continuous signal detection — using AI to anticipate dissatisfaction, prescribe next steps, and personalise every interaction. That’s how digital transformation becomes a driver of loyalty, not just efficiency,” Hayward said. “Digital transformation should be a co-operative journey, not a top-down one. The most successful transformations are those that start with listening — because when customers feel heard, then they feel a valued contributor to the transformation process.”
When brands treat their customers as active participants rather than passive recipients, it creates a sense of ownership and connection that strengthens loyalty. As businesses roll out AI and other advanced tools, they need to be grounded in human insight.
“The message is clear: brands can’t afford to get it wrong. The organizations that will thrive are those that combine the intelligence of AI with authenticity and customer-centric values,” Richardson said. “Every interaction is an opportunity to build or break loyalty. The future of customer experience will belong to those who consistently work to earn trust at every touchpoint.”
CX Day 2025: A Time to Reflect and Act
“On World CX Day, the winners won’t be the ones with the flashiest interfaces or cleverest chatbots. They’ll be the ones that prove, every day, that they respect customer data, reduce friction, and make digital trust a lived experience,” McNally said.
The key is to adopt strategies that demonstrate empathy to make customers feel seen, safe, and supported, and in that way, earn trust.
“Customer expectations have never been higher. World CX Day is an opportunity for brands to reflect on how well they’re meeting these expectations and ensure trust remains at the centre of every interaction,” Richardson said.
