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2024 Customer Engagement: AI and Automation Reshape the Market Landscape


Photo illustrating customer insights
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As the world races into an era defined by digital transformation and unprecedented technological advancement, the convergence of AI interactions and automation signifies a transformative shift in customer service paradigms that will heighten customer engagement and revolutionize the customer engagement landscape in 2024.

This convergence brings tailored customer experiences that resonate deeply with individual preferences and behaviors, while AI-powered systems streamline operations by handling routine queries. These technologies allow human agents to focus on high-value interactions that demand empathy and complex problem-solving.


Digital, AI and Automation Efforts Advance

According to Omdia’s IT Enterprise Insights Drivers and Priorities 2023-24, the percentage of respondents who reported being well advanced in their digital transformation efforts around intelligent automation and AI increased two percentage points, from 22% to 24% while those who reported being in the early stages fell. The reduction of early-stage digital transformation respondents and the increase in advanced-stage digital transformation respondents points to more enterprises embracing the idea that AI holds the potential to redefine how they engage with their customers thanks to AI-powered tools that deliver highly personalized, seamless, and emotionally resonant interactions.

Some of the key AI- and automation-fueled trends poised to transform the customer experience this year include the following.


Auto-bots Roll Out

Teams of bots will automate human functions across the enterprise and the contact center. Bots are part of a broader movement toward digital transformation and the integration of AI and automation technologies into various business processes. Instead of replacing human workers, these bots aim to complement and assist employees in their roles. By automating routine tasks, employees have more time to focus on creative, strategic, or value-added activities that require human skills like critical thinking, creativity, and emotional intelligence. Some bots are equipped with AI and machine learning capabilities, enabling them to analyze data, make decisions, and perform more cognitive tasks that previously required human intervention. These AI-powered bots are being used for tasks like predictive analytics, personalized customer interactions, and complex problem-solving.


Gen AI Will Reshape CX

Generative AI will transcend its year of introduction to realize unprecedented potential. Last year’s introduction of generative AI helped to highlight how an AI-first approach enables rapid resolution and personalized engagement. In doing so, the advent of generative AI helped to pivot the market to where the business need will start to drive investments and innovations in the technology. Today, generative AI stands to reshape the dynamics of customer interactions and set a new standard for both enhancing the customer experience through personalization and improving efficiencies through automation.


One-to-One Connections Will Be Key

Personalization will make or break customer loyalty and retention. Customers’ expectations for personalized experiences are driving investments and shaping the customer engagement market. This awareness has ignited a revolution where businesses strive to harness data, from transaction histories to customer preferences, and analyze it with the goal of creating individualized experiences.

The proliferation of AI, predictive analytics, and automation has enabled businesses to rapidly decode complex data and facilitate the creation of real-time, contextually relevant experiences across all customer channels. The ability of businesses to forge one-to-one connections depends on the proper usage and management of data. Those that succeed will separate themselves as the market leaders, launching them toward sustained growth.


Use Analytics to Drive Empathy

Emotional intelligence and analytics will become the catalyst for proactive, meaningful customer engagement. Of the companies who responded in Omdia’s IT Enterprise Insights Drivers and Priorities 2023-24 survey, 41% said they plan to deploy sentiment analysis and 52% said they will deploy contact center analytics. By leveraging insights derived from customer sentiment analysis, employees can develop stronger empathy, better interpersonal skills, and a deeper understanding of customer emotions, ultimately leading to improved customer interactions and relationships.

AI & Automation

Source: Omdia

A Theme for 2024: Fusing Personalization with Automation

In the ever-evolving landscape of business, companies are facing increasing pressure to innovate and adapt to meet the changing demands of customers. As we step into 2024, the convergence of personalization and automation has emerged as a critical customer experience strategy universal to any industry segment. The fusion of these two pillars is not merely a trend but a strategic imperative that shapes the future of customer-centric business models. Businesses that embrace this synergy will forge deeper connections with customers, enhance operational efficiency, and stay competitive in a dynamic market.


Want to know more?

To read the full report, 2024 Trends to Watch: Customer Engagement, visit

For more of Mila D’Antonio’s thought leadership articles published on No Jitter, check out the following:

  • January 2023: Delta’s plan to offer free Wi-Fi will turn its planes into first-party data hubs.
  • February 2023: ChatGPT could personalize communications, but will it represent the future of customer service?
  • August 2023: In the rush to digitize, enterprises have expanded their customer channels and increased data sources. This has resulted in the proliferation of data. The solution: use centralized data management to create a unified view of customer interactions.
  • December 2023: In this No Jitter Ask an Analyst feature, she provides some thoughts on some key trends in AI, contact center solutions and CX that occurred during 2023.

At Enterprise Connect 2024, Mila D'Antonio, Principal Analyst, Omdia, Adam Holtby, Principal Analyst, Omdia, and Daniel Ziv, Vice President - Experience Management and Analytics, Verint, will be presenting on Wednesday, March 27, in the How CX and EX Integration Can Boost Your Business Outcomes panel.