Agentic AI Adoption Hits 53% Globally, But High-Value CX Journeys Lag
Event summary
- Infobip's 2026 Customer Experience (CX) Maturity Report finds 53% of global enterprises have adopted agentic AI, but only 44% in Europe.
- High-value customer journeys like loyalty management (35%), delivery management (28%), and product returns (15%) see low adoption despite high ROI potential.
- Fragmented data and disconnected systems hinder agentic AI's ability to orchestrate seamless customer experiences.
- Only 27% of brands use a communications orchestration platform, with just 58% having fully synchronized channels.
The big picture
Infobip's report highlights a strategic anomaly where agentic AI adoption is outpacing its deployment in high-value customer journeys. This gap underscores broader industry trends of rapid AI integration without corresponding infrastructure readiness, particularly in data centralization and cross-channel synchronization. The findings suggest that brands lagging in communications orchestration may struggle to scale effective AI-powered experiences.
What we're watching
- Integration Challenges
- How brands will address fragmented data and disconnected systems to enable agentic AI's full potential.
- ROI Realization
- Whether the shift from simple triggers to high-value journeys accelerates as brands recognize missed opportunities.
- Market Differentiation
- The pace at which CX maturity becomes a key differentiator in the race for AI supremacy among global brands.
Related topics