State of the Connected Customer Report
We surveyed 14,300 consumers and business buyers worldwide to discover the trends shaping the future of customer engagement.
- How economic shifts have reshaped customer expectations and behaviors
- The changing ways that customers engage with companies across the buying lifecycle
- Customer sentiments around new technologies like generative artificial intelligence (AI)
AI Gets More Powerful — and Mainstream
Generative AI has captivated the world with its ability to create brand new content like text, imagery, and video. Customers have many feelings about it — especially curiosity.
Trust Is a Differentiator
Customers’ favorite brands differentiate themselves by grounding engagement in trust. These brands are more likely to be transparent, respect privacy, and adapt to customers' changing needs.
Ethical AI Presents an Opportunity
Customers are wary of AI’s ethical risks, underscoring a strategic opportunity for companies to leverage the technology in innovative ways grounded in trust. In total, 68% of customers say advances in AI make it more important for companies to be trustworthy.
The Future of Customer Experience Is Human-AI Partnership
Customers welcome automation, but human connection remains essential.
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