1、State of Digital Customer ExperienceHow Generative AI and Personalization Are Transforming the Digital Customer Experience LandscapeState of Digital Customer Experience2Executive summaryCustomer expectations and preferences are changing at unprecedented ratesa reality that presents executives with e

2、normous opportunities and challenges.The solution is clear in theory:“Think about what makes experiences just a little bit better for customers,”says Amelia Dunlop,chief experience officer at Deloitte Digital.“Focus on elevating the human experience.”Executing that vision is not easy in a world of c

3、onstant change.Personalization and relevance are top of mind for customers,who at the same time demand that brands respect their privacy,ensure their security,and maintain the human touch in an increasingly digitized world.Meanwhile,generative AI continues to raise the stakes for brands competing in

4、 an already tight market as companies and people around the world race to adopt the technology.But these challenges are not insurmountable.Customer experience fundamentals like having a unified vision for the business,a leader and team focused on the end-to-end customer experience,and an agile and m

5、odern tech stack can put companies ahead of their competitors.Oxford Economics and Adobe surveyed executives and customers around the world to better understand the current state of customer experience.We also interviewed executives from a range of B2B and B2C companies.Our research shows that execu

6、tives have big plans to position their businesses to thrive in this new world,but critical gaps in their strategies remain:Businesses are still building up their customer experience frameworks and tech stacks.Personalization is essential,but customer experiences must be relevant and secure as well.E