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New research finds enterprises are deploying agentic AI, but primarily for basic tasks rather than high-value customer journeys
A new study from cloud communications platform Infobip suggests that while businesses are rapidly adopting agentic artificial intelligence, many organizations have yet to apply the technology to the customer experiences where it could deliver the greatest impact.
According to Infobip’s 2026 Customer Experience (CX) Maturity Report, more than half of enterprises worldwide have already implemented agentic AI solutions, signaling strong momentum behind the technology. However, adoption remains concentrated in routine and transactional processes, while more complex customer interactions continue to rely heavily on traditional workflows.
AI Adoption Focused on Simple Use Cases
The report found that organizations are most commonly using agentic AI for functions such as customer feedback collection, reminders and notifications, and authentication processes. These applications are generally easier to automate and require limited decision-making capabilities.
In contrast, adoption remains significantly lower in areas such as customer onboarding, loyalty program management, delivery coordination, and returns or refund processing. These customer journeys typically involve multiple touchpoints, contextual decision-making, and interactions across several communication channels.
Industry experts note that these more sophisticated use cases often represent greater opportunities for improving customer satisfaction, operational efficiency, and business outcomes.
Data Fragmentation Remains a Key Challenge
The report identifies fragmented customer data and disconnected technology systems as major barriers preventing broader deployment of agentic AI.
To operate effectively, AI-powered customer engagement systems require access to centralized, real-time information and the ability to coordinate actions across multiple communication channels such as messaging applications, email, SMS, and voice platforms.
However, many organizations continue to struggle with integrating customer data and communication systems. The research indicates that only a minority of businesses currently utilize dedicated communications orchestration platforms, while many organizations report that their customer communication channels are not fully synchronized.
Opportunity for More Advanced Customer Journeys
As enterprises invest in AI technologies, attention is increasingly shifting from basic automation toward more intelligent, end-to-end customer experiences.
Agentic AI has the potential to manage complex workflows, guide customers through multi-step processes, and deliver personalized interactions without requiring constant human intervention. These capabilities could help organizations improve service efficiency while reducing operational workloads for customer support teams.
However, realizing these benefits depends on an organization’s ability to create connected digital ecosystems that allow AI systems to access and act upon information across the entire customer journey.
Customer Experience Maturity Becoming a Competitive Advantage
The findings suggest that successful AI adoption is no longer solely dependent on implementing new technologies. Instead, organizations must also focus on customer experience maturity, data integration, and operational readiness.
Businesses that can combine AI capabilities with unified customer data and connected communication channels may be better positioned to scale intelligent customer experiences and generate long-term value from their AI investments.
As competition intensifies and customer expectations continue to rise, enterprises are increasingly recognizing that the effectiveness of agentic AI will depend not only on the technology itself but also on the systems, processes, and experiences built around it.
