As businesses continue to adapt to an ever-evolving digital landscape, customer experience (CX) is anticipated to play a key role in helping businesses grow and build customer loyalty in 2025. Global communications platform, Infobip sees AI continuing to play a key role in strengthening CX this year.
According to Cecile Perez Tizon, Sales Director at Infobip, “Our latest predictions categorize emerging CX trends for 2025 into three key layers—Infrastructure, Application, and Customer Experience. These trends will shape how brands interact with consumers and leverage technology for enhanced service. We are also seeing key similarities and differences when it comes to how different customer generations, from boomers to zoomers, want to engage with brands. Understanding each generation’s preferences will also help brands enhance their CX strategies and implementation.”
2025 CX Trends
- Conversational AI Security
As the use of conversational AI becomes more widespread, businesses are expected to prioritize security. Conversational AI offers enormous potential, including more seamless and personalized customer journeys that boost sales and loyalty. Infobip expects companies to explore the capabilities of large action models, which allow AI to perform tasks with minimal human intervention.
- Enhanced human-augmented AI practices
Businesses will increasingly adopt generative AI systems that involve human oversight before finalizing customer interactions. “Trust is the foundation of any successful customer relationship,” added Tizon. “Human oversight in AI responses bridges a critical gap, empowering organizations to ensure their messaging is accurate and relevant.”
- Growth of conversational AI analytics
Real-time analytics will also emerge as a driving force in optimizing customer support and marketing strategies. “Clean, structured data is essential,” emphasizes Tizon. “Firms must focus on building robust data pipelines to enhance their AI-driven initiatives for superior customer experiences.”
- Rich messaging adoption rises in Asia
In the customer experience layer, Infobip believes rich messaging will emerge as an essential customer experience channel, especially as a marketing and support tool, offering more interactive and engaging customer experiences. Consumers do not need to download a chat app to send and receive photos or videos. Meanwhile, enterprises can take consumers through the entire customer journey from initial marketing pitch to purchase and support. This growth is also a significant opportunity for telcos to seize the benefits of RCS Business Messaging and deliver rich conversational messaging for customers.
- The rise of AI agents in customer service
By 2025, the introduction of autonomous AI agents will change the landscape of customer interactions. “The AI agent market is poised to grow exponentially,” states Tizon. “These systems will not only drive efficiency but also enhance decision-making processes, making customer experiences smoother and more personalized.”
Personalizing CX for Boomers to Zoomers
New research from Infobip highlights how different generations want to communicate with businesses and brands. When at least 86% of all generations expect targeted and relevant communications, retailers need a personalized approach for each generation of shoppers.
Creating an appropriate omnichannel strategy to communicate with consumers across generations can be challenging. According to Tizon, Infobip’s Generational Messaging Trends Report reveals that most shoppers, no matter their age, want brands to engage with them like with a friend through conversational channels and say it will increase their loyalty. However, brands must get customer communications right to enhance loyalty and grow sales.
“As we look ahead to 2025, understanding and leveraging these CX trends and generational preferences will be crucial for organizations seeking to stay competitive and deliver exceptional customer experiences,” she emphasizes.
