June 20, 2025 • 3 min read
Introduction:
Technology has moved to the center of business decision-making. According to the 2025 Accenture Technology Vision report, created in partnership with Qualtrics, leaders are now designing their companies around technological capabilities rather than viewing them as secondary tools. Drawing from thousands of executives across 34 countries, the report introduces four pivotal trends—agentic AI, AI-enhanced science, programmable environments, and platform accountability—that are reshaping the way organizations build value, serve customers, and define their futures.
Key Findings from the Report
Business strategy is increasingly built on technology capabilities rather than treated as a separate initiative.
AI systems are being designed to collaborate with humans, guide decisions, and evolve alongside business needs.
Intelligent agents are beginning to play active roles within teams, handling tasks with autonomy and adaptability.
Scientific research is becoming faster and more iterative through AI-enabled modeling and digital experimentation.
Smart environments are creating immersive, real-time experiences that respond to user behavior.
Trust is emerging as a top priority, especially regarding how companies collect, use, and protect customer data.
Collaborative innovation is rising, with brands and consumers shaping ecosystems and services together.
The CXF Take
The research reflects a major evolution in how organizations think about the role of technology. Rather than deploying AI as a series of disconnected experiments, leading companies are integrating it into the design of operations, customer journeys, and decision frameworks. This allows them to respond faster, solve problems more effectively, and create more relevant experiences.
Agentic AI is gaining momentum because it can take on adaptive roles within workflows. These systems are designed not just to follow rules but to respond intelligently in changing conditions. For customer experience teams, this opens up new ways to personalize support, automate services, and analyze behavior with greater precision.
The acceleration of digital experimentation is also shifting how organizations approach innovation. By simulating outcomes before making decisions, businesses reduce the risks typically associated with launching new products or services. This leads to more confident execution and shorter time-to-market.
At the experience level, programmable environments are adding a layer of responsiveness to digital and physical spaces. These environments adapt to user behavior in real time, allowing brands to tailor experiences more effectively. The result is a more natural interaction between people and technology.
Trust continues to be a key differentiator. Customers are paying close attention to how their data is collected and used. Companies that build safeguards into their systems and communicate those efforts clearly are earning stronger customer loyalty and long-term engagement.
The companies moving forward are applying technology with clear purpose. They are focused on how it strengthens performance, builds trust, and enables meaningful experiences—not just how new it is.