2026年客户体验趋势报告

The dawnof AI-curatedexperienceWhat does CX look like when algorithms do the thinking? Foreword the most powerful AI experiences are those built onsound data foundations and clear ethical principles,with artificial and human intelligence working as one.Technology can curate the journey, but only peoplecan define its purpose. Together, we will shapea future where customer experiences are not justautomated, but orchestrated with care, precision,and humanity. paradox. Consumers are open to AI influencingtheir choices, but only when they remain in control.They value personalization, but expect speed andsimplicity. They seek convenience, but not at the costof emotional connection. As AI takes on a greatershare of “the thinking,” brands must ensure thattechnology empowers rather than dictates,guiding customers through seamless, trusted,and meaningful experiences.The trends you’ll explore in this report range from Man is unbelievably slow, inaccurate, and brilliant.The marriage of the two is a force beyond calculation.– LEO CHERNE (1977) AI has evolved from a behind-the-scenes enabler to the architect of modern customer experience. Oncevalued primarily for its ability to increase speed andefficiency, AI is now poised to transform how brandsconnect, communicate, and care for their customers.The true promise of AI lies not in automation alone,but in enabling experiences that are personaland empathetic.The age of AI-curated experiences represents a shiftfrom decision-support to decision-making. Algorithms conversational interfaces to empathetic interactionsand illustrate how AI is redefining engagementacross industries. The discussion considers the mostsuccessful applications, balancing intelligence withintention. The future of CX is not AI replacing humaninsight, but enhancing it, making each interactionsmarter, faster, and more cost efficient, withoutlosing its human heart.Sean MuzzyGlobal President, Acxiom no longer simply recommend; they interpret context,anticipate intent, and orchestrate interactions acrossevery touchpoint. This opens a new frontier forcustomer experience, one where brands can delivermore efficient and effective consumer journeys. Contents AI-curation will reshape CXPlatform unification3004 Conversational interfaces10Empathetic interactions36 An instructional world1643AI-curated experiences Research methodology45Effortless access23 will reshape CX The transformative impact of artificial intelligence(AI) shows little sign of slowing, especially as AIagents that can reason and act autonomously entermainstream use. So, what does CX look like in the ageof AI-curated experience? We surveyed 4,000 US and UK consumers, as wellas 600 business leaders from a variety of industries,including banking, insurance, healthcare, telecoms,and travel. We asked for their perspectives on fiveAI-powered trends that are expected to have asignificant impact on CX in 2026. AI is quickly finding its way into consumers’ lives,from smart home devices to online shopping andsearching. In parallel, brands are increasinglyintegrating AI decision-making into their customerexperience (CX) strategies to increase efficiency,enable personalization, and improve attribution.This means AI is starting to do the thinking on bothsides of the customer experience. Overall, consumers are relatively accepting ofAI, with 83% willing to let brands use it to influencetheir decisions. However, consumer comfort withAI varies enormously by context; for example, fourin ten draw the line at allowing the technology toread their emotions. Most brands feel a sense of urgency to exploreAI-curated experiences and are experimenting withAI-powered interactions across the customer journey.But their progress, their priorities, and the challengesthey face vary considerably by industry, and aren’talways entirely aligned with what their customers want. than anyone is ready for. than most brands are ready for. Check out our industry-specific reportsto find out how brands in your sectorare embracing AI-curated experiences: Explore ourindustry-specificreports CX forward in 2026, would you prefer to knowthe impact they’re having on your industryspecifically?Each of our industry reports is based on the responses of 100 business leaders from bankingand financial services, insurance, healthcare,telecoms, or travel and hospitality.Plus you’ll get extra insights into the biggest factors shaping CX in those industries, anddiscover your competitors’ key customerexperience priorities for the coming year. Introducingthe CX trendsfor 2026Half of brands say AI-curated TREND ONE → TRENDTWO→ Conversationalinterfaces An instructional world From predictive text and satellite navigationto watch-next suggestions and ChatGPT,consumers’ lives are continually guided byAI recommendations and instructions. So,how are brands using AI to influence customerjourneys, and how do consumers feel aboutAI guidance? experiences are already transformingtheir sec