AI innovation in 2025: 3 keys to success

Generative AI isn’t the future of customer experience (CX) — it’s shaping it right now. 

That was one of the biggest takeaways from TTEC Digital’s recent Experience Exchange conversation between Tom Lewis, SVP at TTEC Digital, and Rich Steeves, SVP of Global Partnerships at LivePerson. 

As Steeves put it, “The time is now to act... the brands that are innovating the fastest are adopting the quickest and are doing it in a matter of weeks, not months or years.”

3 takeaways for transforming CX with AI 

Here are three key takeaways from the discussion and what they mean for brands looking to transform their customer experience in 2025:

1. Speed and scalability are critical 

The days of long pilot phases and slow adoption cycles are over. Steeves highlighted the importance of moving quickly from proof of concept to real-world application: “The brands that are doing that are saying, I want to do a better job of harnessing the investments I’ve made... and create more intimate, more personalized experiences.” Brands that wait risk falling behind, while those who act swiftly can drive immediate value.

2. Voice is evolving, not disappearing

While digital channels continue to grow, voice remains essential — and it’s not going anywhere. “We see nothing but volumes increasing,” Steeves said. The real opportunity lies in integrating voice with digital channels to create seamless, personalized journeys. Customers expect continuity, whether they start with a call, a chatbot, or an in-app experience.

3. Focus on business outcomes, not just technology 

For CX innovation to succeed, it needs to deliver measurable impact. Steeves urged brands to shift from cost-cutting to value creation: “When you take what’s been a cost and turn it into a fundamental digital transformation that’s driving revenue and value... that’s how you truly drive business outcomes.” This requires moving beyond isolated tech implementations and focusing on integrated strategies that support the entire customer lifecycle.

Getting focused and getting ahead 

As brands prepare for the challenges and opportunities of 2025, the message is clear: speed, integration, and value-driven innovation will define the winners in CX. 

As Steeves noted, “Partnering with the right thought leaders in this space is incredibly helpful, but a sense of speed and urgency and a maniacal focus on proof of value in that outcome is really critical.” AI success won’t come from waiting and watching any longer; it will come from taking bold, informed moves and building smart partnerships now. 

As we look to the future, the brands that take this to heart — that act decisively, integrate seamlessly, and focus on delivering value — will set the new standard for customer experiences and outcomes.