CX Trendsetters Redefine Loyalty With Human-Centric AI — Zendesk Report

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Zendesk’s CX Trends 2025 report signals a clear divide between brands moving decisively with AI and those lagging behind. This annual report, informed by feedback from over 10,000 global consumers and CX leaders, explores how the leaders—coined “CX Trendsetters”—are using AI not only to streamline service but to deepen emotional connection, loyalty, and long-term customer value. As AI becomes more deeply embedded in the customer journey, personalization and empathy are emerging as competitive differentiators.

Key Findings from the Report:

• CX Trendsetters—those advancing fastest with AI—are achieving stronger ROI, higher customer trust, and agent empowerment, while Traditionalists fall further behind.

• 70% of consumers recognize a clear performance gap between brands that use AI well and those that do not.

• Personal AI assistants are gaining momentum as customers grow comfortable with assistant-first interactions that offload tasks and save time.

• Voice AI is reshaping communication by delivering more natural, emotionally resonant conversations across channels.

• Shadow AI is on the rise, with agents increasingly turning to unauthorized tools, reflecting gaps in official support and training.

• Trendsetters adopt key AI tools—like sentiment analysis, AI copilots, and agent personas—at up to 4x the rate of their peers.

• Human-like qualities in AI agents—such as empathy, friendliness, and creativity—are now essential for trust and satisfaction.

• Personalization is emerging as the key loyalty driver, with AI being used to deliver tailored interactions and track new metrics beyond traditional KPIs.

Zendesk’s latest report paints a vivid picture of what’s working—and what’s no longer enough—in CX. The most successful organizations aren’t treating AI as just a support layer. Instead, they’re reengineering how their teams operate, communicate, and serve. These are the CX Trendsetters, and they’re thriving not because they replaced humans with machines, but because they fused technology with emotional intelligence.

A standout insight is the rising role of human-like AI agents. Traits like empathy and conversational tone are now critical for gaining consumer trust. Trendsetters recognize this shift and are designing AI systems to complement—not just automate—customer interactions.

Another striking theme is the strategic investment in personalization. Customers increasingly expect bespoke responses, relevant offers, and a sense of continuity across channels. AI is enabling that, but only when brands prioritize clean data, experience orchestration, and meaningful feedback loops.

What also stands out is the agent experience. Shadow AI use is growing, not because agents want to bend rules, but because internal systems haven’t caught up. Trendsetters understand that empowered agents deliver empowered service—and that means equipping teams with the right tools, support, and AI copilots.

In essence, Zendesk’s report calls for a dual transformation: empower humans while advancing AI. CX will thrive at the intersection of both.