A recent report unveiled by Sprinklr, a unified customer experience management (Unified-CXM) platform, highlights that the shortage of skilled employees is the primary obstacle to effectively utilizing AI. The study, conducted in collaboration with IDC, focuses on the AI priorities for enterprise marketing and contact center leaders in 2025.
The research findings reveal a shift in traditional narratives, with marketing leaders seeking efficiency amidst challenging budget forecasts for 2025. In contrast, contact center leaders are prioritizing the digitization and modernization of customer service technology stacks, aligning with the evolving role of contact centers as integral parts of customer and brand experiences.
Both marketing (44%) and contact center (42%) leaders identify the lack of skilled employees as the most significant barrier to leveraging AI. Sprinklr's CTO, Amitabh Misra, emphasizes that AI and generative AI are strategic imperatives that will shape the future of customer experience, with AI-native platforms gaining a significant advantage.
The report surveyed over 500 enterprise customer service and marketing leaders, revealing key insights. Contact center executives anticipate that AI-powered advanced analytics will enable 24/7 autonomous customer service (73%) and contextualized customer engagement (67%). Meanwhile, marketing executives foresee dynamic and personalized content creation (76%) as the most impactful outcome from advanced analytics.
Sudhir Rajagopal, Research Director at IDC, notes that while AI is revolutionizing customer-brand interactions, many enterprises are still in the early stages of AI adoption. To fully realize AI's potential, leaders must address foundational challenges such as employee skills, implementation costs, and data quality to ensure AI delivers meaningful value.
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