March 28

Is GenAI driving as much innovation as we initially thought in the CX landscape?

The CX landscape is ever-evolving, and GenAI seems to have boosted it to new heights. Or has it?

GenAI offers a range of tools to create content, predict customer behavior, and automate interactions with a never-before-seen level of personalization and efficiency. In an age where the market is highly competitive and personalization is a necessity, GenAI shows a lot of promise.

However, despite this growing buzz, the industry doesn’t seem to be experiencing the level of innovation that was expected. Is GenAI really revolutionizing customer interactions, or is it just one more step in the ongoing journey of technological advancement?

That’s what we aim to answer here.

The promise of GenAI in CX

GenAI has been welcomed with open arms and met with considerable enthusiasm in the realm of CX. It is promising to bring in a new era of personalized customer interactions with significantly improved service efficiency.

Industry experts have set high expectations for GenAI in CX, predicting that it will be a game-changer in the CX landscape. It was expected that GenAI would not only improve existing processes but also create new avenues for customer engagement and satisfaction. It hasn’t just promised incremental improvements, but also groundbreaking innovations that could redefine the standards of customer service.

As we dive deeper into the applications of GenAI in CX, the question remains—Is GenAI living up to its promise, or is the reality more nuanced than the early hype suggested?

The reality of innovation

While GenAI has certainly given rise to a range of CX solutions, the industry seems to have trouble differentiating GenAI solutions from the existing offerings of leading CCaaS providers.

GenAI’s promise to revolutionize seems to have been juxtaposed with the reality that many solutions mirror the capabilities of already established CCaaS solutions. However, non-GenAI innovations seem to be going strong in the industry.

Some impactful non-GenAI innovations within the past few years were instigated by:


Last year, Genesys introduced the Experience Index, a tool designed for more prescriptive CX measurement. This index goes beyond traditional metrics, offering a comprehensive view of customer and employee experiences across various touchpoints.


Zoom launched a Kiosk feature, bridging the gap between in-store experiences and contact center communications. This integration facilitates seamless interactions, allowing customers to engage with virtual representatives in a physical retail environment.


AWS recently unveiled a feature that enables contact centers to route contacts based on agent proficiency. This capability ensures that customers are matched with agents best suited to address their specific needs, enhancing the overall quality of service.


Verint released a new concept for a CCaaS platform, emphasizing an open architectural approach. This concept allows organizations to modernize their contact center operations at their own pace while leveraging AI to drive CX automation.

Is GenAI delivering on the revolution that was promised?

GenAI has indeed brought a new wave of possibilities for CX, especially in terms of personalization and efficiency improvements. However, the reality of innovation seems to be at a more measured pace rather than the burst of new possibilities as implied by the initial enthusiasm.

While GenAI has brought change, it is yet to eclipse advancements made by key CCaaS players. Innovations like Genesys’s Experience Index and AWS’s proficiency-based contact routing demonstrate that the CX industry continues to evolve, with or without GenAI.

While GenAI is undoubtedly a contributing factor, the CX landscape will likely advance with a combination of it and other technologies—each playing a role in delivering exceptional CX that the customers of today expect.

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