When we asked our network to tell us which three CX trends are changing their roles the most this year, hyper-personalization emerged as the sixth most selected response, while generative AI chatbots were the second most selected response. Airlines are at the forefront of this trend and increasingly leverage AI to create more personalized and engaging interactions with their customers. In this session, Edward Pauls, Digital Adoption and Innovation Expert at Swiss International Airlines, will share how the company is using generative AI to inspire travelers and drive flight sales by offering hyper-personalized destination recommendations based on individual preferences.

The session will focus on the development of Heidi, the airline’s generative AI-powered chatbot that helps customers discover travel destinations by asking about their specific holiday preferences. From recommending lesser-known spots to tailoring suggestions that meet customer interests, Heidi represents a new frontier in customer engagement for airlines. Edward will also cover the challenges of developing such a chatbot, including ensuring appropriate recommendations and managing customer expectations around AI.

Key takeaways include:

• Leveraging AI for personalized travel inspiration: How Swiss Airlines uses generative AI to offer destination recommendations based on customer inputs, driving engagement and flight sales.
• Addressing the challenges of AI in CX: Insights into managing chatbot accuracy, preventing inappropriate requests, and ensuring that AI tools meet both customer expectations and ethical standards.
• Balancing innovation with customer adoption: How the airline is encouraging customers to embrace new technology while managing feedback from both tech-savvy travelers and those hesitant about using AI.

Edward Pauls

Digital Adoption & Innovation Expert
Swiss Airlines

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Agentic AI is the next frontier of artificial intelligence and presents an enormous opportunity for businesses seeking to serve customers more efficiently through better operations. While older AI models rely on pre-programmed rules, agentic AI can independently analyze, decide and act. It operates with a degree of autonomy that allows for proactive problem-solving and real-time decision-making.

For CX professionals, agentic AI has the potential to redefine their organization can engage with customers. From providing hyper-personalized recommendations to anticipating customer needs and automating complex support queries, agentic AI enables businesses to create more meaningful and adaptive customer experiences while cutting costs to serve. By reducing friction points and enhancing responsiveness, agentic AI technology has the potential to not only boost customer satisfaction but also strengthen brand loyalty and customer retention.

Attendees will learn:

• What is agentic AI?: Understand the defining characteristics of agentic AI and how its autonomy differentiates it from traditional AI and generative models.
• Revolutionizing CX: Uncover the numerous opportunities and real-world applications of agentic AI, such as proactive customer engagement, dynamic personalization, and intelligent problem-solving.
• Strategic integration: Learn how to implement agentic AI within your CX ecosystem to drive efficiency, improve customer satisfaction, and gain a competitive edge without blowing the budget.

CX Network’s research has found that as many as 42 percent of our network members are part of the decision-making team when their organization is investing in AI, while nine percent take sole responsibility. 

With an ever-broadening range of AI tools and vendors on the market, the investment process can be overwhelming for businesses who understand that AI holds huge potential in CX but are not sure where to start.

From generative AI-powered chatbots to customer feedback analysis at scale to marketing personalization, the opportunities presented by AI are vast. Deciphering the vendor market and choosing the right tools requires a strategic approach that accounts for both customers’ and business needs. With customer data privacy, cost-to-serve and brand reputation all at stake, it is critical to choose AI tools wisely.

In this session, we will explore the available AI tools and the pros and cons of implementing them. The session will also coach attendees on how to identify the correct tools for customer and organizational needs, and will address the challenges of vendor selection.

Attendees will learn:

• Framework for AI selection: Discover a step-by-step approach to evaluating AI tools based on your organization’s unique CX challenges and goals.
• Balancing innovation and ROI: Learn how to prioritize AI investments that deliver measurable impact without overcomplicating operations.
• Future-proofing AI strategy: Understand how to stay agile and adaptable as AI capabilities and customer expectations continue to evolve.

CX Network research found that AI-powered technologies for business operations and generative AI chatbots are the top two trends impacting CX roles in 2025. AI continues to transform CX but which KPIs are the most important when proving the value of your investment?

Customer satisfaction (CSAT) and Net Promoter Score (NPS) retain their significance in measuring the success of AI initiatives. Customer effort score (CES) and first contact resolution (FCR) are also important, but this doesn’t necessarily tell the full story. From web analytics to predictive accuracy and in-depth customer sentiment, knowing the correct metrics to track is essential to securing and retaining leadership buy-in for AI initiatives.

In this session, we will explore the metrics that matter in proving the value of AI initiatives to secure stakeholder buy-in and continued investment. We will discuss how to connect metrics to business outcomes and deliver compelling ROI reports.

Attendees will learn:

• Identifying relevant metrics: Learn which metrics are most impactful for demonstrating the success of your AI initiative, and which are simply adding to the noise.
• Linking AI to ROI: Discover how to link your initiative directly to business outcomes to impress senior stakeholders.
• Building a sustainable measurement framework: Understand how to create a sustainable framework tailored to your business needs for tracking the value of AI.

As organizations continue to struggle with agent retention, rising costs and customer expectations and increased competition, CX teams are keener than ever to increase automation of customer service functions. CX Network’s Global State of CX 2025 research reflects this, with just under a third of respondents stating that developing AI and generative AI capabilities is a top three strategic aim for 2025.

Businesses hoping to hyper-personalize marketing, access real-time customer sentiment data and enhance customer service efficiency know that copilot generative AI tools are the way to go. Copilots can automate repetitive tasks, predict customer demand and draft personalized marketing copy and ticket responses, securing the technology’s place at the top of the automation hierarchy.

In this session we will analyze the potential benefits of implementing Copilot AI solutions for your customer support function. We will analyze common challenges experienced by CX teams as reported to CX Network and explain if and how copilot technology can help.

Attendees will learn:

• Personalization: Discover how copilot can drive hyper-personalization efforts that deliver the content and support that customers truly want, driving sales and increasing CSAT.
• Real-time data analytics: Uncover and act upon customer sentiment in real-time and predict customer demand to better prepare your stock room and support teams.
• Improved efficiency: Cut customer support and business operations costs without negatively impacting your customer experience offering.

Customer expectations for fast, effective post-sale support are higher than ever. CX Network’s research found that customers’ demand for convenience and expectation for instant service were the two behavior trends shaping CX roles the most in both 2024 and 2025.

In this session, Gisela Restell, Customer Service Operations and CX Manager at Samsung, will discuss how AI and digital tools are revolutionizing the way her team delivers after-sales support. From live chat to WhatsApp and troubleshooting bots, the focus is on enhancing both customer and agent experiences while improving efficiency.

This session will dive into the ongoing digital transformation at the company, highlighting the transition to a new customer service partner that embraces agile, AI-driven approaches. By leveraging AI tools such as chatbots, Samsung is empowering agents to handle complex queries and freeing them from repetitive tasks. Our discussion will also explore how Gisela’s team is tackling multilingual support challenges through translation tools and optimizing customer satisfaction through more personalized, timely interactions.

Key takeaways include:

• Empowering agents with AI: How AI tools such as copilot and troubleshooting bots are helping agents focus on higher-value interactions, reducing repetitive tasks, and improving the customer experience.
• Building an agile, multichannel support strategy: Insights into how the retailer is transitioning to a more flexible, digital-first customer service approach, integrating channels like live chat, WhatsApp, and automated tools for efficient customer engagement.
• Balancing cost and CX: How Samsung is navigating the challenge of reducing costs while improving customer satisfaction metrics, including lessons from improving virtual CSAT scores by up to 15 points with chatbot updates.

Gisela Restell

CS Operation & CX Manager
Samsung

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Understanding both skills and attitudes toward generative AI technology is essential to developing effective training and enablement programs. This session will feature Connie Hwong, Generative AI Communications Manager at Siemens, who is collaborating with the University of Leipzig to create a groundbreaking assessment that evaluates the skills and attitudes of professionals towards generative AI.

The session will explore the development and goals of this assessment project, which seeks to identify correlations between technical expertise and attitudes toward AI adoption, as well as the skills employees may need in the future. By benchmarking these insights across the DACH region, this assessment will guide AI training programs to be more inclusive and effective.

Attendees will learn about the process of building a meaningful skills assessment with university partners, gathering and analyzing user feedback, and leveraging the results to inform a holistic AI enablement strategy that aligns with evolving industry demands.

Key takeaways include:

• Building a comprehensive AI skills and attitude assessment: Insights into collaborating with academic institutions to design an assessment that measures technical skills and openness to generative AI across different levels and roles.
• Using assessment data to shape AI training: Learn how the results will inform AI training for 18 different communications roles, ensuring the content is relevant and supports positive AI adoption.
• Establishing benchmarks for future AI skills: Discover how the assessment data will create benchmarks that can guide generative AI adoption and identify areas where additional support or resources are needed.

Connie Hwong

Lead, Generative AI Communications
Siemens

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Join CX Network for a post event virtual roundtable discussion to get to the heart of a common question in CX: are chatbots doing more harm than good? Open to all attendees and network members, we will candidly explore the pros and cons of implementing AI-powered chatbots in CX and address common challenges and experiences as reported by participants in the session.