The CX Dilemma: Redefining CX in the Age of AI

By Gaurav Anand, Vice President and Head – Customer Interaction Suite, Tata Communications

We live in a world shaped by smart technologies and seamless connectivity, making customer experience (CX) a strategic catalyst for business growth. As products and services become increasingly standardised across the market, excellent CX gives enterprises a competitive edge generating upsell opportunities and driving long-term customer relationships. We are all seeing how CX is rapidly evolving from reactive support to proactive, personalised engagement, at scale.

AI is playing a pivotal role in this shift, helping organisations deliver faster resolutions, reduce operational costs and scale support while maintaining consistency. New-age technologies such as chatbots, AI-powered virtual assistants, and the emerging class of agentic AI have taken the centre stage in CX strategy discussions.

But the challenge remains clear: how do we preserve human compassion in the world driven by algorithms and bots? The real test of ...