By Maureen Chong
Imagine your AI assistant booking your vacation, negotiating deals, or resolving customer complaints—all without you lifting a finger. This isn’t sci-fi; it’s the next wave of customer experience (CX), powered by generative AI and the growing use of personal AI assistants.
From ChatGPT to Siri and Alexa, consumers already lean on AI helpers. But with rapid advances in generative AI, these assistants are evolving fast—soon able to hold rich, personalised conversations and act on the user’s behalf. Research suggests that by 2033, AI-first consumers will drive over half of global purchasing. Within just two years, 82% are expected to use AI assistants to interact with companies.
This marks a seismic shift. Voice assistants are no longer novelties; they’re reshaping how people shop, connect and seek support. For brands, this means going beyond scripted chatbots to intelligent, adaptive agents that learn, reason and collaborate with human teams.
Generative AI is already showing ROI: early adopters report gains over 128%, as per the latest CX Trends Report. Automating routine queries slashes costs and lets human agents focus on empathy-led, high-impact work—transforming CX from a cost centre into a strategic advantage.
In mobile-first markets like Asia and India, where digital natives leapfrog traditional engagement, AI-led interactions resonate deeply. Multilingual, localised AI support is crucial to tap into these diverse, high-growth regions.
But true transformation starts with data. Over half of businesses cite data silos as a key barrier to effective AI deployment. Building structured, real-time knowledge bases allows AI agents to deliver fast, context-aware responses. Add natural language processing and sentiment analysis, and these assistants start to “get” users in a very human way.
It’s also vital to avoid fragmented service. The future lies in orchestrated networks of AI agents, human teams and business systems working together—seamlessly escalating complex issues when needed.
Of course, AI must be responsible. With assistants handling sensitive data, trust, transparency and bias prevention are non-negotiable—especially in culturally diverse and privacy-conscious markets.
The AI-to-AI CX revolution is already underway. Brands that modernise their infrastructure, localise their experiences, and blend AI with human touch will not only meet rising expectations—they’ll shape the future of customer experience.
(The author is the Regional Vice President, Asia & India at Zendesk)
