Zendesk’s 2025 Customer Experience (CX) Trends Report reveals a pivotal shift in customer expectations: today’s consumers demand AI interactions that feel more human, personalised and engaging than ever before. Drawing on insights from over 10,000 global consumers and business leaders, Zendesk’s seventh annual report uncovers five critical trends that will shape the future of customer service, underscoring how human-centric AI is redefining customer loyalty and becoming a strategic edge for companies. In the UK specifically, this trend is particularly pronounced, with 76% of CX leaders agreeing that only organisations that adopt AI at scale will survive the competitive pressures of the next five years.
The report highlights a growing divide between companies that embrace AI, termed ‘CX Trendsetters’, and those lagging behind in traditional approaches. As consumer expectations continue to rise, businesses that integrate AI with a focus on empathy and personalisation are gaining a strong advantage, building trust and boosting customer retention. In fact, CX Trendsetters experience 33% higher customer acquisition rates, 22% higher customer retention rates and 49% higher cross-sell revenue, proving a thoughtful approach to AI can be transformative – not just for creating memorable and meaningful customer experiences but also to the bottom line. This is mirrored in the UK, where 90% of Trendsetters report positive ROI from their AI tools in CX.
For UK businesses, AI adoption is especially critical, as 82% of CX leaders agree that AI is changing everything in customer service, from operational efficiency to customer satisfaction.
“AI should be more than just another technology we use – it’s a way to bring companies and customers closer, and it’s redefining the relationships we can build,” said Zendesk CEO, Tom Eggemeier. “At Zendesk, we believe that AI should be in service to humans and help companies understand and better connect to their customers as individuals. When brands focus on creating genuine, human-centred AI interactions, they don’t just make things run more smoothly – they create trust, loyalty and a lasting connection. This report shows that putting customers at the heart of AI is more than a smart strategy; it’s becoming the new standard for building loyalty in a rapidly changing world.”
“At Zendesk, we’re witnessing a transformative moment in CX, driven by the convergence of human-centric AI and rising consumer adoption”, said Matthias Göhler, CTO EMEA at Zendesk. “Our new CX Trends Report highlights that 80% of CX leaders in EMEA recognise this as the most significant shift in the past 50 years. With 69% of service agents eager for AI co-pilots to enhance their work, it is part of the future to build customer loyalty.”