"One in four customers now turn to AI-powered platforms as their primary source when they search for information, make purchase decisions, or find recommendations-surpassing brand websites and online reviews-Adobe's 2026 AI and Digital Trends survey reveals. Given these standards for conversational interactions, C-suite leaders need to deliver effective, streamlined experiences. But some brands struggle to deliver. Challenges may be lurking throughout an organization. Legacy infrastructure can trap customer data in silos, keeping useful insights out of content workflows."
"marketing and content teams might have difficulty producing high-quality on-brand assets across channels and markets in real time. That's an urgent concern: In the last two years, individuals consumed 72% more reviews and testimonials and 69% more influencer content before making a purchase-a clear sign they are engaging with more content than ever. But by upgrading infrastructure with AI-powered customer experience orchestration (CXO), organizations can coordinate data across teams, channels, and markets to boost brand visibility and build loyalty for the age of agentic AI."
Consumers now expect fully connected, meaningful, and secure conversational brand interactions in natural language, with one in four using AI-powered platforms as their primary source for information and recommendations. Legacy infrastructure often traps customer data in silos, preventing insights from entering content workflows, while marketing teams struggle to produce high-quality, on-brand assets across channels and markets in real time. Content consumption rose sharply—72% more reviews and testimonials and 69% more influencer content—heightening the need for coordinated responses. Upgrading to AI-powered customer experience orchestration (CXO) enables coordination of data and AI agents to make complex decisions and solve customer problems at speed and scale.
Read at Harvard Business Review
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