63% of Consumers Wary of AI Bias and Discrimination: Study

Zendesk’s latest report reveals that 62% of CX Leaders with high ROI from support tools prioritize voice channel upgrades, embracing speech analytics, NLP, and voice AI. 

In a rapidly changing digital world, understanding the future of customer experience (CX) is crucial for businesses and consumers. The “CX Trends 2024” report by Zendesk delivers a comprehensive look into the emerging trends in the industry, driven primarily by advancements in artificial intelligence (AI), intensified data privacy concerns, and a shift towards more immersive customer interactions. This article offers an analytical perspective on these developments, focusing on their implications and challenges.

By 2025, 70% of CX leaders plan to incorporate Gen AI into many of their touchpoints

The report highlights a significant consumer expectation towards generative AI altering their interaction with companies. A staggering 59% of consumers anticipate a complete overhaul in their interactions with companies, thanks to AI. While this indicates a shift towards more AI-driven customer services, it raises questions about the readiness of businesses to integrate these technologies effectively and the potential impact on the human workforce in customer service.

With 72% of CX leaders stressing the need for bots to be an extension of the brand’s voice 

The evolution of chatbots into digital agents capable of complex interactions marks a significant advancement. 

70% of CX leaders believe bots are becoming skilled architects of highly personalized customer journeys. However, this raises issues around AI’s ability to authentically represent brand values and how these interactions can truly replace human empathy and understanding in customer service.

48% of customers report having difficulty telling the difference between AI and humans. 

The report’s emphasis on AI transparency is a response to growing consumer awareness and concern over data use. 

63% of consumers agreed they are concerned about potential bias and discrimination in AI algorithms and decision-making. Companies must clarify which data is included and excluded in their AI models to ensure customer safety. This trend underscores the delicate balance companies must strike between leveraging AI for personalized experiences and maintaining consumer trust through transparency.

The report indicates a consumer demand for immediate and tailored experiences facilitated by real-time data usage. This trend presents challenges in data management, the capacity for real-time response, and the potential for data overload or misinterpretation in automated systems.

77% of customer experience leaders acknowledge the significant challenge of protecting customer data

Data privacy is a paramount concern as AI becomes more entwined with personalization. 83% of CX leaders say that protection and cybersecurity are top preferences in their customer service strategies. 

The report indicates a significant responsibility for CX leaders to safeguard customer data, highlighting the need for robust security measures and ethical data practices in an increasingly data-driven business environment.

Globally, 75% of CX leaders cooperate with external partners or vendors to evolve customer data privacy in their CX operations. 

74% of CX leaders focus on integrating security to combat digital fraud in customer journeys

The shift towards integrating security measures into the customer journey responds to growing digital threats. 73% of CX leaders say that cybercriminals are getting better at their job, making it harder to safeguard customer data. This trend reflects the ongoing challenge of enhancing security without compromising the customer experience, particularly in a landscape where threats are continuously evolving.

78% of CX leaders agree that ignoring encryption in customer service exchanges leaves customer data vulnerable. 

Online commerce will only rev, with conversational interactions and live-streaming events becoming the norm. 

The growing consumer interest in live and immersive online shopping experiences suggests a shift in e-commerce. Customers report they can only make purchases directly within chat-based interactions with agents 34% of the time.

This trend highlights the need for businesses to develop more engaging and interactive platforms, balancing technological capabilities with user-friendly designs.

56% of companies plan to try conversational commerce and make it available to their customers in 2024. 

71% of firms favor voice for complex issues, affirming human role in customer service

Despite the rise of digital channels, the report emphasizes the continued importance of voice communication for complex customer issues. 

60% of consumers report being frequently transferred to another agent or department on those calls. Companies must ensure that support representatives are armed with context about the customer’s issue. 

This highlights the ongoing relevance of human interaction in customer service, especially for resolving more nuanced or sensitive issues. 41% of CX leaders plan to increase their budgets for phone support in 2024, which reflects meeting customers where they are. 

79% of leaders to boost predictive agent management investment, shifting from operational to strategic focus

Adopting predictive agent management tools reflects an evolving approach to managing customer service operations. However, this trend also points to potential challenges in adopting new technologies and training staff, the implications for workforce management, and the skill sets required in a more technologically advanced customer service environment.


As businesses navigate these trends, they face the challenge of integrating advanced technologies while focusing on human-centered service and ethical practices. The future of CX lies in balancing technological innovation with the core principles of trust, empathy, and security.

Image Source: Freepik

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