Everyone talks CX. Almost no one delivers.

 
Harvard Business Review Analytic Services study in association with Infobip reveals the AI gap undermining customer experience

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Vodnjan, Croatia, July 7, 2025 – Global cloud communications platform Infobip has today released findings from a new study conducted by Harvard Business Review Analytic Services (HBR-AS) revealing a sharp disconnect in customer experience (CX): while 93% of those surveyed from the HBR audience recognize the high importance of creating positive conversational experiences, only 36% believe their organization is highly effective at it. Even more striking, just 11% report they’re highly effective using AI to deliver human-like conversations.

The untapped potential of AI in customer engagement

The report, “Conversational Experiences: The Untapped Potential of AI in Customer Engagement” highlights a gap between organizations’ ambitions and execution: while many use SMS, messaging apps, email and chatbots at key points, most still fail to deliver the seamless, intuitive conversations customers expect.

While everyone talks CX, almost no one delivers. When brands can’t deliver meaningful, human-like conversations, they don’t just lose efficiency – they lose trust. It’s time to rethink what customer experience really means in the AI era.”

Ben Lewis

VP Marketing and Growth at Infobip

Why are so many organizations falling short?

The study identifies critical roadblocks standing between brands and the modern customer: poor visibility of activity across all platforms (48%), difficulty capturing customer data across all stages of the customer journey (46%) and challenges integrating AI-powered features into communication platforms (44%). Nearly half cite a lack of best practices around using communication platforms (49%) and insufficient investment in advanced conversational technology (48%).

Improving conversational CX with automation, AI and integration

Encouragingly, companies recognize the need to close the gap. Over the next 12 months, when it comes to improving conversational experiences, 50% are prioritizing making processes more automated, 41% are prioritizing enhancing the use of AI in conversations, and 39% are prioritizing integration of communication platforms.

Infobip is leading that charge, powering customer interactions that are automated, personalized and fully human at scale.

This isn’t about tools – it’s about trust. Every message, chatbot and notification should feel like it understands you. That’s what we help brands deliver – across every channel, at any scale.”

Ben Lewis

VP Marketing and Growth at Infobip

For more information or to download the full report, visit: https://www.infobip.com/harvard-business-review

About Infobip

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić and Izabel Jelenić. 

Recent award wins include:

  • Infobip named among Top 75 in Fortune’s Europe’s Most Innovative Companies 2025, placing it in the top 25% of all listed organizations (June 2025) 
  • Infobip ranked as a Leader in the Omdia CPaaS Universe Report for the third time (April 2025) 
  • Infobip ranked an Established Leader in the Juniper Research Conversational AI Leaderboard (Feb 2025) 
  • Infobip named a CPaaS Leader for the third time in the IDC MarketScape (Feb 2025) 
  • Infobip named one of the top CPaaS providers in Metrigy’s CPaaS MetriRank Report (Dec 2024)  
  • Infobip named number one among Established Leaders in RCS Business Messaging in Juniper Research’s RCS Business Messaging Competitor Leaderboard 2024 (Nov 2024)  
  • Infobip recognized as the number one provider in the AIT Fraud Prevention market by Juniper Research (Oct 2024) 
  • Infobip named a Leader in the Gartner® Magic Quadrant™ for Communications Platform as a Service (CPaaS) 2024 for the second year running (June 2024) 
  • Infobip named to Fast Company’s Annual List of the World’s Most Innovative Companies (March 2024)