State of digital customer experience

Position your business to thrive in a digital experience-driven world.

The State of Digital Customer Experience report examines how generative AI and personalization are transforming the customer experience landscape.

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The state of digital customer experience today.

Adobe commissioned Oxford Economics to survey 1,500 executives and 4,000 customers across geographies and industries. Our research found that top executives are prioritizing personalization and that generative AI technology can help bridge the gap between customer expectations and business outcomes.

Personalization at scale remains an essential investment.

Businesses must continue to unify data and build out tech capabilities that support delivery of relevant experiences across the entire customer journey.

Less than ideal experiences are opportunities to grow loyalty.

Resolving adverse issues quickly can translate into positive experiences that influence customers to stay with their favorite brands.

Securing customer trust is a competitive differentiator.

Satisfying expectations for positive experiences requires data protections and governance policies that support building trusted customer relationships.

A responsible plan to implement generative AI is necessary.

Businesses should assess and adopt generative AI technologies from partners who prioritize its use in a responsible, ethical manner.

Here’s a look at some of the key findings from the report.

of executives say improving the customer experience is a top or significant business priority.
of customers say it’s very important for an organization to deliver a unified, seamless experience at any point of interaction.
of businesses expect to pilot their first customer experience-centered generative AI use cases within the next 12 months.

Planned applications for generative AI.

The majority of surveyed businesses are focused on using generative AI to support the following actions, including:

Get the State of Digital Customer Experience report.