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Uncovering the AI Performance Gaps in Enterprise Customer Experience

On June 3, 2026, TELUS Digital, in collaboration with Ryan Strategic Advisory, unveiled compelling insights from their Global Survey on AI in Customer Experience (CX). The comprehensive study, engaging 815 CX leaders across various industries, sheds light on how enterprises are navigating the complex landscape of AI deployment in customer-facing functions.

AI Integration in Enterprise Operations

The survey reveals an intriguing trend: a growing reliance on human agents augmented by AI in customer service roles. Across multiple key functions—ranging from technical support and customer retention to billing and complaints—a remarkable percentage of respondents (61% in technical support and customer retention, and 60% in customer onboarding) indicated they utilize AI. Despite this noteworthy adoption, troubling statistics demonstrate that only 32% of these enterprises have implemented AI-driven quality assurance (QA) and coaching tools. In essence, two-thirds of organizations employing AI in customer interactions lack the necessary infrastructure to assess and enhance AI performance effectively.

The absence of automated systems for monitoring AI interactions poses significant challenges. Without robust tools that provide insightful performance metrics, organizations often struggle to link their AI investments with tangible business results or customer satisfaction. Peter Ryan, President of Ryan Strategic Advisory, states, "The operational tools required to manage AI investments are not keeping pace with the rapid deployment. Companies that realize this gap will be better positioned to generate returns on their AI expenditure."

Survey Insights and AI Deployment

The survey further noted variability in how enterprises implement AI solutions within their Contact Center as a Service (CCaaS) platforms:

• - 26% utilize native AI features within their existing systems.
• - 22% combine native features with third-party tools.
• - 18% integrate third-party AI solutions.
• - 7% custom-build solutions in-house.
• - 23% continue evaluating their AI options.

Interestingly, the enterprises are pursuing investments in up to 12 distinct AI capabilities concurrently, showcasing a diverse approach to AI integration, which includes agent aids, knowledge management, and predictive analytics.

Identifying Priorities amidst Investment Gaps

While many enterprises voice intentions to invest significantly in CX technology—61% reported annual spending of over $10 million—majority have yet to establish the necessary frameworks to optimize AI's effectiveness. Notably, there are stark gaps between planned investments and current capabilities in practice:

• - AI Copilots: 56% intend to invest, while only 38% currently utilize real-time AI guidance.
• - Knowledge Management: 51% plan to invest, but only 34% use AI to enhance knowledge base access.
• - Automated QA and Coaching: 46% express plans to invest, with just 32% currently implementing such solutions.

These discrepancies reflect a critical need for enterprises to transition from solely a focus on AI technology to incorporating operational capabilities that facilitate AI applications effectively.

Recommendations for Enterprises

In addressing these gaps, TELUS Digital champions a structured approach through its proprietary SMART CX framework. This holistic strategy aims to assess and enhance every aspect of customer experience operations, bridging the gap between user interactions and backend systems. By leveraging Digital CX Transformation services, TELUS assists organizations in identifying effective AI tools, prioritizing investment decisions, and cultivating an insightful operational intelligence layer.

Jamie Timm, Global Senior VP of Service Delivery Operations at TELUS, emphasizes the importance of coordination across AI initiatives. “To achieve optimal performance and ROI from AI, businesses must align their investments with strategic operational goals. Failure to do so may hinder the effectiveness of AI tools that are meant to improve customer satisfaction.”

Conclusion

The TELUS Digital report serves as a wake-up call for enterprises navigating the growing complexities of AI integration in CX. As businesses continue to enthusiastically adopt AI technologies, it is essential to ensure these tools are supported by the right operational frameworks to unlock their full potential. By developing comprehensive strategies that encompass both AI technology and necessary operational capabilities, organizations can enhance customer interactions and drive meaningful business outcomes. Companies looking to thrive in this digital era must harness the potential of AI while diligently addressing performance gaps and aligning investments with operational strategies.