The Evolving Role of Generative AI in DCX and Marketing (2025)

AI hasa made impressive strides in the past year as increasingly significant parts of a successful customer experience and marketing tech stack. Over the last few years, organizations have identified many positive impacts AI has on the digital customer experience, including improved personalization, stronger customer insights and greater efficiency in marketing automation. 

But the sharp rise in AI adoption isn’t easy. Organizations also have to manage the many technical, strategic and ethical questions surrounding AI related to DCX. 

This report gathers data from two surveys — one of digital customer experience professionals and the other of chief marketing officers — for insights into how DCX teams are using AI throughout the entire marketing function

This report includes:

• Insights from nearly 1,300 executives on AI adoption
• How marketers are incorporating AI into their workflows
• How leaders are balancing the opportunities and risks of generative AI
• Examples of the most useful applications of generative AI in marketing