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Zendesk has released its 2026 Customer Experience (CX) Trends report, pointing to contextual intelligence—the real-time combination of AI, data and human understanding—as the new standard for exceptional customer service.

The findings suggest that Indian consumers are raising the bar sharply. Around 80% say their customer service expectations are higher than a year ago, 79% want more personalised experiences from brands using AI, and an overwhelming 96% are calling for explainable and transparent AI. Yet many organisations are still struggling to keep pace: only 44% currently provide a full, inspectable trail of AI decisions, and the same proportion of agents see trust and transparency as a top priority.

Rising expectations, widening gaps

The report highlights growing concern among business leaders that fragmented data and inconsistent AI practices threaten service quality. 91% believe disconnected data undermines consistent CX, while 92% warn that ...