AI and Customer Experience in 2026: From Agentic AI to Anticipatory CX

AI is no longer a buzzword in customer experience. It's the technology defining competitive differentiation. KPMG's Global Customer Experience Excellence 2025-2026 report, subtitled "Total Experience: Redefining excellence in the age of agentic AI", positions AI as the central enabler for the next generation of CX.

55% of CEOs: AI Is the Top Priority

KPMG's data is unambiguous: 55% of CEOs rank AI as their top investment priority. At the same time, 75% of CEOs admit that competition for AI talent could slow their growth.

This paints a picture of a market where everyone wants to invest in AI, but few have the infrastructure, data, and competencies to do so effectively.

What Is Agentic AI?

KPMG defines agentic AI as systems that can independently sense, reason, and act. Unlike traditional AI that follows pre-programmed rules and works within bounded tasks, agentic AI can:

• Dynamically coordinate processes across systems and teams
• Adapt to changing customer needs in real-time
• Act autonomously within defined parameters
• Learn and improve continuously based on feedback

Orchestrator and Participant

KPMG describes two roles for agentic AI in customer experience:

As an orchestrator, AI coordinates across teams, channels, and customer journeys. The customer doesn't feel the complexity behind the scenes because AI ensures coherence and consistency.

As a participant, AI interacts directly with customers, employees, or partners. It answers questions, recommends actions, and completes transactions — all based on shared data and organizational knowledge.

AI in CX: What the Best Do

From Reactive to Anticipatory

The biggest transformation is the shift from reactive service to anticipatory, personalized service in real-time. It's about predicting needs and acting before the customer has to ask.

AI Amplifies, Doesn't Replace

A key quote from the report: "Outperformers balance technology adoption with a relentless focus on people — especially customers."

The best companies use AI to:

• Free up human time for deeper customer relationships
• Scale personalization without losing the personal dimension
• Identify patterns in large datasets that humans cannot see
• Automate routine so experts can focus on strategic advisory

The Empathy Paradox

Interestingly, the report shows that Empathy is the pillar with the strongest growth (+4% in Australia). In an era of accelerating AI adoption, it's the human dimensions that differentiate most. AI that lacks empathy risks undermining trust.

Competition Is Changing Character

One of the report's most provocative statements: "Competition is no longer just between brands — it's brands competing for a place in the customer's personal AI's decision logic."

As consumers use AI assistants to evaluate and choose providers, systematic, structured customer data becomes a competitive advantage. Companies that don't collect and act on feedback become invisible to AI-driven decision processes.

Three Prerequisites for AI-Driven CX

1. Clean, Structured Customer Data

AI without data is blind. The most advanced AI system in the world cannot create personalized experiences without a foundation of clean, structured customer data. This starts with systematic feedback collection.

2. Infrastructure That Supports Scalability

KPMG notes that only 25% of banks have enterprise-wide cloud platforms strategically supporting data-driven services. The majority still struggles with data silos and legacy systems. Integrations between CX platform, CRM, and other systems are prerequisites.

3. Expertise to Act on Insights

AI generates insights, but it takes human expertise to turn them into action. Strategic advisory, prioritization, and implementation remain human disciplines.

What This Means for Your CX Strategy

Start with the Foundation

Before investing in AI, ensure you have clean, structured customer data. Implement systematic feedback collection with NPS, CSAT, and open-ended questions.

Integrate Your Systems

AI requires data flowing across systems. Connect your CX platform with CRM, support, and sales data to create a 360-degree customer view.

Use AI to Amplify, Not Replace

Implement AI that automates analysis and routine follow-up. Invest the freed-up time in strategic advisory and personalized customer relationships.

Keep the Human at the Centre

KPMG's data is clear: the best companies balance technology with human focus. AI is an amplifier, not a replacement.

SurveyGauge and AI-Powered Customer Intelligence

We're building the next generation of our platform: an AI-powered Customer Intelligence Platform that:

• Predicts churn by identifying at-risk customers before they leave
• Automatically prioritizes efforts based on business value
• Classifies feedback with AI-powered sentiment and topic analysis
• Recommends actions grounded in your advisor's expertise

All built on the foundation of SurveyGauge's three pillars: Platform, Administration, and Advisory. AI without expertise is just data. Expertise without AI is just slow. We deliver both.

Source: KPMG Global Customer Experience Excellence 2025-2026, "Total Experience: Redefining excellence in the age of agentic AI"