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Bridging the AI Performance Gap in Customer Experience

In a rapidly evolving digital landscape, businesses across the globe are increasingly relying on artificial intelligence (AI) to enhance their customer experience (CX) strategies. A recent study commissioned by TELUS Digital and conducted by Ryan Strategic Advisory sheds light on this burgeoning trend. The study analyzed responses from 815 enterprise CX leaders from diverse sectors, revealing a critical AI performance gap affecting the efficiency of customer-facing operations.

Overview of the Research

The survey, carried out in the first quarter of 2026, encompassed twelve countries and 19 different industries, including financial services, telecommunications, healthcare, and retail. A striking finding emerged: while human agents augmented by AI have become the predominant approach across various customer service functions—such as technical support, onboarding, and complaint management—only a fraction of enterprises (32%) have implemented AI-powered quality assurance (QA) and coaching tools. This limitation significantly hampers organizations’ abilities to monitor AI performance effectively and link that performance back to desired business outcomes.

The Need for Optimized AI Infrastructure

TELUS Digital's exploration of AI in customer experience underscores the necessity for a robust methodological framework. Enterprises are deploying AI across their operations, yet most lack the automated systems needed to evaluate performance at scale. Without such tools, insights that could drive continuous improvement and optimize return on investment (ROI) remain out of reach.

The majority of businesses reported a strong reliance on AI-assisted human agents in various functions:

• - Technical Support: 61% of respondents use human agents assisted by AI.
• - Customer Retention/Winback: 61% rely on this method.
• - Customer Onboarding: 60% utilize a similar strategy.
• - Revenue Generation: 58% incorporate AI in their approaches.
• - Complaint Management: 54% use AI assistance.
• - Billing/Payments: 51% involve AI in the payment processes.

Discrepancies in AI Technology Deployment

Despite these widespread AI integrations, the survey highlights significant discrepancies in the tools being utilized. Organizations reported varying approaches to deploying AI in their Contact Center as a Service (CCaaS) platforms:

• - 26% utilize built-in AI features.
• - 22% combine native features with third-party tools.
• - 18% integrate third-party AI tools.
• - 7% develop custom AI solutions in-house.
• - 23% are still assessing their options.

Such variations indicate that organizations are attempting to navigate a complex landscape without a cohesive strategy, often resulting in fragmented deployments.

Challenges in Achieving Desired Outcomes

A substantial gap exists between planned investments and the operational capabilities required to realize the full potential of AI. Key findings include:

• - 56% plan to invest in AI copilots for real-time agent assistance, yet only 38% currently implement these systems.
• - 51% express intent to invest in intelligent knowledge management tools, but only 34% currently utilize them.
• - 46% aim to establish automated quality assurance and coaching, while just 32% have done so.

The disparity between investment intentions and actual deployment presents a formidable challenge for organizations seeking to capture the full value of AI in customer experience.

Strategies for Closing the Gap

To address these issues, TELUS Digital offers a suite of services under its Digital CX Transformation initiative, which is backed by the proprietary SMART CX framework. This framework aids organizations in enhancing their customer experience operations by connecting customer interactions with the necessary technology and operational support.

One core component of this approach is the CX Strategic Assessment (CXSA), which evaluates the existing conditions of a client’s customer experience and identifies both functional strengths and areas needing improvement. Through this diagnostic process, enterprises can better align their AI investments with operational goals, ensuring that they derive maximum value from every AI implementation.

Moving Forward with AI in CX

As companies continue to grapple with the integration of AI into their customer experience initiatives, the imperative to construct a coordinated strategy becomes clear. Rather than allowing their investments to result in isolated AI tools, organizations must foster a cohesive operational infrastructure that promotes performance and enhances ROI.

In summary, the TELUS Digital and Ryan Strategic Advisory study illustrates a critical moment for enterprises as they seek to close the AI performance gap and optimize their customer experience strategies. By adopting effective monitoring tools and aligning AI investments with operational outcomes, businesses can unlock the full potential of AI, ultimately driving improved customer satisfaction and business success.

For more detailed insights, visit TELUS Digital.