In the modern digital world, what sets a business apart is no longer just the product or service it offers but the experience it creates around it. Over the past decade, crafting meaningful, memorable customer journeys has become increasingly complex. People now interact with brands across a wide range of digital platforms, seeking more than functionality, they want relevance, emotional connection, and personalization. There is a significant gap to close when it comes to meeting customer demands. According to our 2025 AI and Digital Trends Report, there’s still a long way to go in meeting those expectations. While 77% of Indian consumers want to receive personalized recommendations and offers, only 53% feel they actually do. This gap shows just how important it is to evolve and invest in the next generation of customer experience platform to make the most out of experience led growth opportunity. As we step further into the age of AI, the difference between what customers want and what they get could continue to grow unless brands take meaningful steps to close it.
Navigating a new era of customer experience
Over the years, marketing and customer engagement have evolved dramatically, moving from traditional strategies to today’s dynamic, multichannel experiences. Now, the focus is shifting from merely managing experiences to orchestrating them, a transformative leap driven by generative AI, intelligent agents, and human creativity. This new approach will separate the leaders from the laggards, determining which brands thrive and which ones fall behind in an ever-evolving digital economy.
Consumers in 2025 expect every interaction to be personalized to their unique preferences and circumstances. While brands have made strides in this direction, the explosion of digital touchpoints, skyrocketing content demands, and fragmented customer data continue to hold many back from achieving true one-to-one personalization. In fact, our recent report shows that while 78% of customers want personalized interactions across all channels, only 45% of businesses feel ready to deliver on that promise. However, the good news is that the next era of customer experience is on the way, bringing with it the power to close this gap more efficiently than ever.
Transforming customer experience orchestration
Customer experience orchestration offers a promising solution for organizations striving to deliver real-time, relevant, and seamless interactions at scale. By harnessing the power of generative and agentic AI to assist with content creation and marketing intelligence, businesses can adopt a more proactive and responsive approach to customer engagement. A strong foundation built on a connected content supply chain and unified data platforms enables marketers to orchestrate customer journeys more precisely, ensuring that every touchpoint feels natural and personalized.
For instance, a travel brand could dynamically update flight options through a digital concierge, factoring in weather conditions, live pricing changes, origin and destination news and a traveler’s recent search behavior. Similarly, a fashion retailer could offer personalized styling advice via a secure, conversational AI interface, drawing from a shopper’s purchase history, current location, and seasonal trends. These highly contextual experiences, powered by real-time data, smart automation, and continuous learning, will redefine customer relationships in the years ahead.
Leading the shift towards experience centric growth
We are now in the era of Customer Experience Orchestration, where content, data, and customer journeys come together seamlessly with the power of AI. This is where businesses begin to truly understand and anticipate what their customers want, engage in natural conversations across any channel, respond in the moment, and consistently exceed expectations.
It is also a time to direct every marketing and customer experience investment toward what truly matters to customers. It means ensuring that your systems are efficient, your processes are agile, and your teams are empowered to act with clarity and purpose. When these elements come together, businesses can unlock deeper engagement, stronger loyalty, and long-term growth by delivering experiences that are tailored to every individual.
Achieving this kind of personalization at scale takes more than technology alone. It calls for the right balance of creativity, marketing, and AI working in sync to create experiences that are not only intelligent but emotionally resonant.
As the digital landscape keeps evolving, those who invest now in building this foundation will be best prepared to lead. This is not about catching up. It is about setting the standard for what comes next in customer experience.
