Recent Release | 17 Oct 2023
State of Digital Customer Experience: How Generative AI and Personalization Are Transforming the Digital Customer Experience Landscape
Thought Leadership Team
Oxford Economics
Customers around the world are looking for speed, security, and personalization when interacting with brands, and executives across industries will need to adapt to these expectations quickly to stay ahead of their competition. Our 2023 State of Digital Customer Experience report, developed in collaboration with Adobe, examines how businesses can leverage technologies like generative AI to improve their customer experience strategies.
To better understand the current CX landscape, we surveyed 1,500 executives and 4,000 customers, including business buyers, from 13 countries. We also conducted several in-depth interviews with executives across industries to provide more context about how different companies approach the entire customer journey—including the advanced technologies they are deploying to support the customer experience. Our research shows that executives have big plans to continue expanding their CX tech stacks and business frameworks, but critical gaps in their strategies remain: they must do more to understand the preferences of their customers and provide the positive experiences that keep them loyal.
The experts behind the research
Our Thought Leadership team produces original, evidence-based research made accessible to decision-makers and opinion leaders. Principals for this project included:
Teri Robinson
Managing Editor, Thought Leadership
Sundus Alfi
Senior Research Manager, Thought Leadership
Matthew Reynolds
Senior Research Manager, Thought Leadership
Aidan O’Farrell
Research Associate, Thought Leadership
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