Recent research by TELUS Digital Experience (TELUS Digital) reveals that enterprise leaders are entering a pivotal stage in their genAI strategies. Many acknowledge the technology’s potential but face challenges in its adoption.
The findings highlight both optimism and gaps in GenAI adoption. 71% of respondents identified genAI as a key driver for enhancing customer service delivery, and 36% reported plans to allocate more than $4 million to GenAI initiatives in 2025.
Despite economic uncertainties in 2024, 78% of enterprise leaders plan to increase CX budgets in 2025, with over a quarter expecting their budgets to grow by more than 25%. However, while enthusiasm is high, only 10% of leaders consider their organizations to be in a “steady state” of GenAI adoption, signalling a gap between aspirations and implementation.
“We are encouraged by how many brands are embracing GenAI opportunities; however, many organizations are still in the early stages of experimentation with GenAI, which reveals a disconnect between CX priorities and the ability to fully integrate GenAI solutions,” said Monty Hamilton, chief product and marketing officer, TELUS Digital.
Improving customer service quality remains a top priority, with 84% of CX leaders citing it as critically important for 2025. Positive outcomes have emerged: 76% reported better customer experience results over the past year, and 44% said advancements in technology were the most significant external driver of CX improvement in 2024.
The underutilised potential of voice technology
While AI investment is poised to reshape CX strategies, the focus of these investments reveals untapped opportunities. When asked about the digital CX technologies they plan to prioritise in 2025, 44% of respondents pointed to CRM systems, 38% highlighted chatbots and virtual assistants, and 32% chose analytics tools.
However, only 14% plan to invest in voice technology, a key enabler of multimodal customer experiences. This low prioritisation suggests that many organizations may overlook a critical tool for enhancing customer interactions.
But what are the challenges?
Despite growing investment in AI, several challenges hinder progress toward full-scale adoption. 44% of leaders cited high costs as the top barrier, while 36% pointed to data compliance issues, underscoring the difficulty of balancing innovation with regulatory demands. Additionally, 34% identified technical infrastructure limitations as a significant obstacle to scaling AI-driven CX efforts.
To overcome these hurdles, businesses must focus on targeted investments in scalable technologies and robust governance frameworks that ensure compliance and seamless integration.