2026年人工智能将改变亚太地区客户体验的5种方式

What to expect and how to make wise investments INSIDE Foreword Just as organizations started to master chatbots, dataanalytics, and predictive CX, generative and agentic AIentered the room, facilitating a wealth of new capabilities Australia, Cigna Health, Coles Supermarket, Thunes,Schneider Electric, Ather Energy, National Storage, andZoom, to explore the key advances in AI, explain whythey will change CX in 2026, and outline how to ensure Forewordpage 2 While these technologies promise to superchargethe modern organization, they are not plug and playsolutions. Instead, they require diligent management, By presenting five key AI trends, eight ways tosafeguard your AI investment, and five ways to avoidthe hype, the report covers the main developments SECTION 1 What’s happening in AI in 2026page 3 SECTION 2 To helpCX Networkmembers navigate this fast-movinglandscape, this report draws on insights and real-world The agentic and generative AI resetpage 7 SECTION 3 How to safeguard your AI investmentpage 10 Conclusionpage 13 About Zoompage 14 About CX Networkpage 15 What’s happening in AI in 2026 Since the early days of rules-based systems, CXpractitioners in the APAC region have turned to avariety of technologies to drive faster and more efficientcustomer outcomes by automating processes and It’s clear from Carruthers’ commentary that AI is no longera supporting technology – or optional extra – but acatalyst for organizational efficiency, business intelligence, have to repeat themselves and every engagement feels One major shift he says, is how AI augments andamplifies the work of humans. “By managing cognitivework – from searching and summarizing to anticipating Proactive and predictive analytics:AnticipatoryCX is now possible, and customers will quickly cometo expect all experiences – from marketing to1 “At Zoom, we see AI as the layer that unites people andtechnology to orchestrate experiences,” Carrutherscontinues. “By connecting data, systems, and teamswhile keeping human connection central, AI ensures Nowhere is this more evident than in CX Network’sannual research into the Global State of CX. Each yearsince the research launched in 2016, AI has become anincreasingly prominent force for change among our The agentic and generative AI reset:Agentic AI andco-pilots changed the game in 2025, paving theway for “super agents” to be the major breakthrough2 On how the prominence of AI is changing CX, LukasCarruthers, head of CX, APJ for Zoom, says the mostsignificant change is the evolution from “isolated “Bias creeps in quietly. Regular reviewsensure the experience stays fair andconsistent for everyone.” “By carrying context, intent, and history acrossinteractions, AI acts as the connective tissue that allows New customer buying habits:AI search and AIassistants can now personalize research and salesjourneys for customers and suggest products tothem without those customers interacting with3 Emotionally intelligent CX:Amid these changes,the organizations that “win” at CX in 2026 will bethe ones who balance and safeguard the human5 prefer to know which data are considered to make a To ensure their AI-powered experiences preservecustomer trust as AI becomes more prominent,Babul Balakrishnan, head of CX for global payments Proactive and predictive analytics:Building loyalty through trust, transparency, Empowered workforce management:With newtools that can identify top performers and thoseat risk of burnout, managers will be supportedto allocate and nurture their human resourceslike never before, for easier management of4 Be transparent:Make it clear when the customer istalking to automation versus a person. Customer experiences that are anticipatory and efficientare not only beneficial to the organization; low-effortand friction-free CX demonstrates to the customer that Put strong guardrails in place:Keep hallucinations Bring a human in before the customer gets frustrated:If the machine can’t figure it out, route it to a personquickly – without making the customer beg for it. However, to reinforce the loyalty built by friction-freeand effective journeys, customers also need reassurancearound data collection and use, algorithms, bias, and Maintain constant governance to keep biasesin check:Bias creeps in quietly. Regular reviews Demand for these reassurances fluctuates betweenindustries. For example, when using an AI-powereddecision engine to provide loan assessments in finance,the institution or lender must openly explain the logic When executed correctly, Carruthers says the resultis that customers “feel known rather than processed”.He adds: “That sense of being understood builds AI can further support loyalty by aligning teams toenable consistent, connected experiences. In short,Carruthers says the “real power of AI” lies in makingreliability feel personal. “By bridging technology andempathy, AI ensures relationships remain deeply human “By bridging technology and emp