Zendesk’s 2025 Customer Experience (CX) Trends Report highlights a shift in consumer preferences as customers increasingly demand AI interactions that feel personal, empathetic, and authentic. Based on insights from over 10,000 global consumers and business leaders, the report highlights five key trends shaping the future of CX. Companies embracing human-centric AI are redefining customer loyalty and achieving competitive advantages.
“When brands focus on creating genuine, human-centered AI interactions, they don’t just make things run more smoothly—they create trust, loyalty, and a lasting connection. This report shows that putting customers at the heart of AI is more than a smart strategy; it’s becoming the new standard for building loyalty in a rapidly changing world,” said Zendesk CEO Tom Eggemeier.
AI copilots drive efficiency and security
AI copilots have become essential tools for customer service agents, handling routine tasks and enhancing productivity. As many as 73% of agents say AI copilots help them work more effectively. However, shadow AI—unapproved tools used by agents—has increased by 250% in some industries, presenting risks to data security and service quality. As autonomous CX evolves, with 75% of leaders aiming for 80% of customer interactions to be automated, companies must prioritise secure, reliable AI solutions.
Human-like AI boosts consumer trust
Consumers increasingly favour AI that feels more approachable and empathetic. 64% trust AI agents more when they exhibit human traits like friendliness, and companies leveraging these traits report higher satisfaction and loyalty. Businesses differentiate themselves and strengthen customer bonds by infusing AI with warmth and relatability.
AI assistants redefine convenience
Additionally, personal AI assistants like Siri and Alexa have set new standards for customer service. 67% of consumers want AI to handle tasks like tracking orders and offering personalised recommendations. Companies adopting assistant-first CX models deliver faster, frictionless service while allowing human agents to focus on more complex, high-impact tasks.
Voice AI
Voice AI is also becoming a preferred channel for handling nuanced inquiries. Around half of consumers have already used Voice AI and appreciated its conversational capabilities. With 90% of CX Trendsetters acknowledging Voice AI as a key communication tool, companies use it to provide seamless, natural interactions across platforms like messaging, phones, and apps.
Personalization is key
Tailored experiences are now critical to retaining customers, with 61% expecting personalised AI interactions. Notably, 63% of consumers are willing to switch brands after just one poor experience—a sharp 9% increase from last year. CX leaders embracing personalised AI interactions are twice as likely to report high returns on their investments.