Disconnected Data and Systems Hinder Brand CX Automation at Scale
Event summary
- Infobip’s 2026 CX Maturity Report reveals 96% of brands automate customer interactions, but only 58% have fully synced channels and 60% have centralized customer data storage.
- Only 27% of brands use an orchestration platform, and 50% say their tools are fully API-ready, indicating significant fragmentation.
- 53% of brands use agentic AI in customer journeys, but adoption is hindered by user trust (71%), data privacy (64%), and tech stack integration (41%).
- Telecommunications leads in CX sophistication (27/100), followed by retail (26/100) and banking (21/100).
The big picture
Infobip’s report highlights a critical gap between investment in communications infrastructure and actual CX performance. As customer expectations rise, brands must overcome systemic fragmentation to leverage AI effectively. The findings underscore the need for unified platforms and API-ready infrastructures to drive CX maturity across industries.
What we're watching
- Integration Challenges
- How brands will address fragmented systems to enable seamless AI-powered customer journeys.
- AI Adoption
- Whether brands can overcome trust and data privacy barriers to scale agentic AI deployment.
- Sector Leadership
- The pace at which telecommunications, retail, and banking will advance in CX sophistication.
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