Recent Release | 17 Oct 2023

State of Digital Customer Experience: How Generative AI and Personalization Are Transforming the Digital Customer Experience Landscape

Thought Leadership Team

Oxford Economics

Customers around the world are looking for speed, security, and personalization when interacting with brands, and executives across industries will need to adapt to these expectations quickly to stay ahead of their competition. Our 2023 State of Digital Customer Experience report, developed in collaboration with Adobe, examines how businesses can leverage technologies like generative AI to improve their customer experience strategies.

To better understand the current CX landscape, we surveyed 1,500 executives and 4,000 customers, including business buyers, from 13 countries. We also conducted several in-depth interviews with executives across industries to provide more context about how different companies approach the entire customer journey—including the advanced technologies they are deploying to support the customer experience. Our research shows that executives have big plans to continue expanding their CX tech stacks and business frameworks, but critical gaps in their strategies remain: they must do more to understand the preferences of their customers and provide the positive experiences that keep them loyal.

The experts behind the research

Our Thought Leadership team produces original, evidence-based research made accessible to decision-makers and opinion leaders. Principals for this project included:

Teri Robinson

Managing Editor, Thought Leadership

Sundus Alfi
Sundus Alfi

Senior Research Manager, Thought Leadership

Matthew Reynolds

Senior Research Manager, Thought Leadership

Aidan O’Farrell

Research Associate, Thought Leadership

Recent technology-related reports

Sustainability Trends to Watch for in 2024 | Greenomics – Ep. 7

Join Sarah Nelson for an insightful exploration of the sustainability landscape in 2024. In this episode, she engages with leading experts in politics, technology, and sustainable business to unravel the key trends poised to shape our journey towards a greener future.

Find Out More
Seeing behind the meter: How electric utilities are adapting to the surge in distributed energy resources

In partnership with Siemens, Oxford Economics surveyed 100 decision-makers from electric utilities in North America to gain insight into how they are managing their grid with the influx of electric vehicles, solar panels, and batteries.

Find Out More
industrial workers
Machine tools boosted by US fiscal policies and tech spending

The US machine tool industry has navigated through volatile markets in recent years. While the number of new orders has come off its high point, they remain well above pre-pandemic levels, with producer inventories now reflecting a more normal operating environment.

Find Out More
tuk tuk
Ride-Hailing: a platform for Women’s economic Opportunity in Sri Lanka 

Our latest report delves into the transport challenges limiting women’s economic participation in the Sri Lankan economy and explores the role that ride-hailing can play in overcoming the mobility barriers that are holding women back.

Find Out More