Foundever, a leading global company in customer experience and service, analyzes the impact of artificial intelligence on the transformation of CX in the coming years. Through its global report "From Trend to Business Opportunity," the company shares its vision of how generative AI is redefining the interaction between companies and their customers. At a time when, according to the latest data from the INE (National Institute of Statistics and Census), 45% of large companies in Spain already use AI, Foundever's study underscores the importance of establishing a clear and progressive plan for the adoption of this technology. It emphasizes that, while generative AI offers significant potential to improve efficiency, personalization, and innovation in CX, organizations must approach its implementation with clear objectives and well-defined use cases to prevent it from becoming an ineffective element that incurs unnecessary costs. Guillaume Laporte, CAIO at Foundever Spain, points out that "there is no doubt that AI is an absolute protagonist of business transformation today. In fact, in just one year, from 2023 to 2024, the number of companies using AI in Spain increased by more than 30%, as reported in the latest INE report. This increase must be accompanied by employee training, regulation, and outreach on ethics in the use of generative technologies. Laporte adds that “the adoption of generative AI must be strategic and well-planned. Companies should identify specific areas where this technology can provide the greatest value and begin pilot projects to assess its impact before large-scale implementation. Those organizations that have adopted a structured approach have seen significant improvements in efficiency and productivity. Furthermore, it is essential to have clear metrics to measure success and adjust strategies as results are achieved.” Reinventing the Customer Experience: AI Is Here to Stay Although AI has been in the spotlight for years, 2024 was the year of awareness about the opportunities it offers, and 2025 is expected to see widespread, real-world implementation by companies across all sectors. In this context, Foundever lists in its report the key points in the evolution of customer experience that AI will positively impact. First, generative AI empowers employees by freeing them from repetitive tasks and data processing, allowing them to focus on activities that require human intelligence, creativity, and empathy. It also highlights the democratization of innovation, as AI gives companies of all sizes access to capabilities that were previously exclusive to large corporations.

On the other hand, it boosts response agility, enabling faster resolution. This is because AI-powered chatbots and voicebots can reduce the volume of live contact and improve response times, resulting in greater customer satisfaction. Furthermore, the technology can process and interpret unstructured data, such as transcripts, audio files, and images, generating accurate and comprehensive insights that improve decision-making. Hyper-personalization: a distant reality Foundever warns that hyper-personalization, understood as the ability to target customers individually, still faces significant challenges. Generative AI makes it possible to analyze customer data to generate highly accurate profiles and thus optimize the customer journey, increasing satisfaction and loyalty, but the report identifies five key obstacles that hinder hyper-personalization: 1. The data dilemma: There is still no balance between personalization and data privacy. 2. Information silos: The lack of data integration and consistency is a barrier to deep customer insight. 3. Financial constraints: Many companies struggle to justify large-scale investments in generative AI. 4. Customer skepticism: It is necessary to build trust in the use of AI since, according to data from the Kantar Panorama Report, published at the end of 2024, the perception of Artificial Intelligence is overwhelmingly negative among Spaniards. 5. Constant change: AI algorithms do not keep pace with the continuous evolution of consumer behavior.